Powerade has launched a multi-million dollar campaign for the 2016 Rio Olympic Games fronted by Aussie NBA champion Andrew Bogut.
The campaign aims to position Coca Cola-owned Powerade as the official sports drink of the Rio Olympics and leverage the brands connection with the Games, which spans over two decades.
Bogut fronts the national marketing campaign, featuring on the packaging of the new Mandarin flavour of Powerade released to coincide with the Rio Olympics, and the new TVC which is yet to be released. The campaign will also span across OOH, experiential activity, digital and point of sale merchandise.
Powerade brand manager Sonja McCarthy says the brand wants to capitalise on the 3.6 billion viewers the Olympic Games receives, by reaching consumers in impactful ways.
“The brand has always had a close association with the Games and is synonymous with promoting the importance of hydration during sport. My kit-bag will be well stocked with Powerade ION4 throughout the Games to keep me going - hopefully all the way to the finals," Bogut says.
Bogut might need more than Powerade if he is to be fit in time for the Rio Olympics. The Golden State Warriors centre, in the later stages of an NBA finals campaign against the Cleveland Cavaliers, injured his knee in a game five loss on Monday.
The centre is Australia's most decorated NBA star and a vital player for the Boomers, who will now be sweating on an MRI scan.
AdNews recently analysed the value brands can derive from Olympic Games, concluding that sponsorship isn't always the best option.
However, for some global brands, such as Visa, Olympic sponsorship is an aspirational fit with their broader image.
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