Powerade ION4 Signals Evolution of Sports Drinks

Powerade ION4 Signals Evolution of Sports Drinks
Martin Harkin
By Martin Harkin
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Coca-Cola South Pacific has today announced the launch of Powerade ION4, the biggest reformulation of Powerade since 2006, seeking to capitalise on the accelerated growth of the sports drinks category over the last two years.

The campaign will benefit from a multi-million dollar media investment over 15 months, including TVCs, out of home advertising, sporting talent partnerships, packaging and POS and an in-store Olympics activation. This will be backed up by a social media and digital push through the creation of the Powerade Twitter app.

The launch follows hot on the heels of Footy Finals weekend, fronted by NRL star performers Billy Slater, face of the launch TVC, and Greg Inglis, face of the out of home advertising. The campaign will continue through strategic associations with key sporting events in cricket and basketball, with further activity planned ahead of the Olympics in August 2016.

Tracey Evans, group marketing manager hydration, said: “In the booming sports drink category what has become apparent is that innovation and exclusive partnerships are driving transactions.

“Powerade ION4 is an evolution of the sports category, reinforcing product efficiency and sporting credentials through a new formulation containing 95 per cent more electrolytes that help replace four of the electrolytes lost in sweat. Following successful trials, where these claims drove a huge 61 per cent increase in purchase intent, we’re looking forward to launching in market and driving growth in the category.”

Powerade ION4 is available nationally from most retailers in 600ml single serves and multi-packs in Mountain Blast, Berry Ice, Lemon Lime, Gold Rush and Blackcurrant flavours.  The new formula will contain 95 per cent more electrolytes* to help replace four of the electrolytes lost through sweat – sodium, potassium, calcium and magnesium.

* compared to previous Powerade Isotonic 600ml formulation,

CREDITS

Media Strategy & Buying: UM
Asset Strategy & talent negotiations: Gemba
Creative: Ogilvy
Shopper Marketing: Mix
Consumer PR: M&C Saatchi Sports & Entertainment
Trade PR: Red Agency
Experiential: Urban

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