Powerade has launched a new campaign encouraging people to ‘Sweat it Out’.
The integrated marketing communications campaign aims to inspire active people of all ages and genders to sweat out the daily pressures of life.
It will be led by a locally made TVC with the 30 second spot scheduled to air nationally from this week across television, online video and social media.
Along with the new TVC, a series of creative executions will feature high profile Powerade brand ambassadors, Sam Kerr and Dylan Alcott, who will appear in creative across digital out-of-home, proximity, POS, social and in a range of fitness centres.
Natalie Whitehead-Farr, Marketing Manager, Sports at Coca-Cola South Pacific, said: “Our new Powerade ‘Sweat it Out’ campaign is about connecting the brand to a broader audience. We all have daily pressures or niggles and know that exercise can help clear your head and make you feel stronger, whether that be a 5km jog, a functional training class or a marathon. We all know that feeling of exhilaration we get after exercising which helps us take on the day.
“Powerade and Powerade Active Water deliver ION4 hydration that replaces electrolytes lost in sweat,” she said.
The multi-million-dollar campaign will also be supported with sampling and ambassador activity throughout 2020. Powerade’s ambassadors include Australian footballer and captain of the Matildas, Sam Kerr, dual sport gold medallist, Dylan Alcott, and Australian cricketing great Mitchell Starc.