5 February 2013  - Recognising one of the major barriers to exercise, POWERADE ZERO has launched a new campaign for 2013: 'Zero Sugar. Zero Excuses'; to inspire Aussies to stay true to their fitness goals.

The campaign will target active Australians, with channel specific motivators to overcome the urge to make excuses not to workout.

"From hitting the snooze button on the alarm to swapping out the gym for after-work drinks, we are all guilty of making excuses not to workout," said Alex Pettigrew, POWERADE Marketing Manager. "Zero Sugar, Zero Excuses, is all about empowering Aussies to stay committed to their fitness goals and keep their eyes on the prize."

The campaign will be rolled out through multiple campaign touch points including out-of-home (OOH), digital, mobile and social media. Executions will build on the insight that all Australians face a motivational challenge overcoming barriers to exercise such as:

  • 'Hot? Cold? The weather's not an excuse' - Weather related mobile 'excuse' pop ups will feature smartphone calendar integration to allow users to cement a date to get fit

  • 'Rise above the snooze button' - Time of day related placements at points-of-sweat in gyms and on-the-go locations including bus shelters, bus mega wraps and convenience stores

Zero Sugar, Zero Excuses is the first push for POWERADE ZERO since its introduction locally in April 2012.

"In less than 12 months, POWERADE ZERO has captured 3.4%i volume share of grocery in the sports drink category and has already captured over 5%ii of overall POWERADE Sales.

The success of POWERADE ZERO highlights the strong demand from Australian consumers to have a sugar-free sports drink option when they work out" continued Pettigrew.


POWERADE ZERO is an electrolyte enhanced sports drink with zero sugar that is scientifically formulated to hydrate you fast when you need it most.

Available in two great tasting flavours MOUNTAIN BLAST and BERRY ICE, POWERADE ZERO can be found at most major grocery, convenience and petroleum retailers in Australia.

i Source: Aztec Scan - MAT to Dec 23, 2012.
ii Source: Ex-factory Data - Full year 2012.

Team POWERADE includes: Ikon, Naked Communications, Ogilvy, and TCO

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. Led by 'Coca-Cola', the world's most valuable brand, our Company's portfolio features 15 billion-dollar brands including 'diet Coke', 'Fanta', 'Sprite', 'Coca-Cola Zero', 'Glaceau vitaminwater', 'Powerade', 'Minute Maid', 'Simply', 'Georgia' and 'Del Valle'. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, 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 www.thecoca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo or visit our blog at www.coca-colablog.com.

The Coca-Cola Company is represented in Australia by Coca-Cola Amatil and Coca-Cola South Pacific. For more information about our Company, please visit our website at www.coca-cola.com.au