Australia, Friday 24 March 2017: Coca-Cola South Pacific has unveiled POWERADE’s latest campaign Powerade POWERSCORE. The interactive offering is designed to tap into Australian’s inherent competitive spirt by enabling professional and amateur athletes across Australia to showcase their athletic ability and benchmark themselves against each other. Powerade POWERSCORE was officially launched at a special event at North Sydney Oval this week. 

Australian sporting legends and POWERADE ambassadors Greg Inglis, Billy Slater and Mitchell Johnson all participated in the launch event that kicked-off the campaign to fuel competitive rivalry between athletes, states and mates. Powerade POWERSCORE brings the science of winning to life by allowing sportsmen and women to compete not only with each other, but also against the elite.

The Powerade POWERSCORE, developed in conjunction with the NSW Institute of Sport (NSWIS), is a ‘one-number’ score that measures 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.

The POWERADE campaign will be supported by a multi-million dollar marketing spend running from March through to October 2017. It will span TV, digital, outdoor, experiential, PR and social.

The campaign kicks off with a TVC, aired on FOX Sports, featuring brand ambassador Billy Slater. All of POWERADE’s brand ambassadors will be visible throughout the duration of the campaign. The 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, 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.” 

For more information head to www.powerade.com.au

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Agency Credits

  • Paid Media: UM
  • Consumer Promotion: Momentum
  • Creative: Ogilvy
  • Technical Build: Satellite
  • Talent Integration: Gemba Asset
  • Experiential: Maverick
  • PR:  M&C Saatchi S&ETu

For more information contact Red Agency at the bottom of this PDF.

About Powerade ION4

Powerade ION4 contains four electrolytes - Sodium, Potassium, Calcium and Magnesium - and is designed to be in balance with your body’s fluids to give you fast hydration and energy when you need it most. For those who train hard and push their body to the limits, sports drinks can be a key component to maintaining performance. Water sometimes isn’t enough when you are playing intensive or endurance sport. Your body needs more.

About Powerade Zero

Powerade ZERO is scientifically formulated and contains an electrolyte lost in sweat. POWERADE ZERO is available in three great tasting flavours MOUNTAIN BLAST, Berry Ice and Lemon Lime. POWERADE ZERO can be found at most major grocery, convenience and petroleum retailers in Australia.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands and nearly 3,900 beverage choices. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our company's portfolio features 21 billion-dollar brands, 19 of which are available in reduced, low or no-kilojoule options. These brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite and Powerade. Through the world's largest beverage distribution system, we are the No. 1 provider of both sparkling and still beverages. More than 1.9 billion servings of our beverages are enjoyed by consumers in more than 200 countries each day. With an enduring commitment to building sustainable communities, our company is focused on initiatives that reduce our environmental footprint, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colajourney.com.au. Coca-Cola Amatil (Aust) Pty Ltd is the authorised manufacturer and distributor of The Coca‑Cola Company’s beverage brands in Australia.  Coca-Cola South Pacific Pty Ltd, an indirect wholly owned subsidiary of The Coca-Cola Company, provides marketing and technical/quality services to The Coca-Cola Company in Australia.