Coca-Cola South Pacific has unveiled a new campaign for its sports drink brand, Powerade, that lets amateur Aussie athletes compare themselves against each other and the elite.
Powerade POWERSCORE, developed in conjunction with the NSW Institute of Sport, is a ‘one-number’ score that measures athletes’ power, speed, endurance and agility.
Tests can be performed at home or at a qualifier event and results are posted on the POWERADE website (www.powerade.com.au).
Through the website, participants will receive their unique Powerade POWERSCORE, allowing them to measure themselves against the best on the live leaderboard.
Powerade POWERSCORE was officially launched at a special event at North Sydney Oval this week with the help of its brand ambassadors – NRL stars Greg Inglis, Billy Slater and Aaron Woods, and former Test cricketer Mitchell Johnson.
The campaign will be supported by a multi-million dollar marketing spend running from March through to October, spanning TV, digital, outdoor, experiential, PR, and social.
The sports drink brand brand will also leverage a major partnership with FOX Sports, utilising a number of its presenters to drive engagement with Powerade POWERSCORE.
To provide local community touchpoints, the Powerade POWERSCORE team will visit over 100 grassroots and community clubs across all sporting codes around the country to conduct qualifier events. The top performers will be invited to compete at major POWERSCORE events in Brisbane and Sydney.
Leanne Rimando, brand manager at Coca-Cola South Pacific, said: “To deliver our Powerade messaging in a more meaningful way, we wanted to unlock our consumers’ passion for sport in an emotive sense and connect with them on a deeper level.
“Together with our ambassadors, the aim is to create a memorable and impactful campaign that helps make Powerade synonymous with winning, with effective hydration at its heart.”
Paid media: UM
Consumer promotion: Momentum
Technical build: Satellite
Talent integration: Gemba Asset
PR: M&C Saatchi S&ETu