Coca-Cola sports drink Powerade encouraged Australians to ‘Sweat It Out’ in a new campaign promoting Powerade ION4 Active Water fronted by soccer stars Sam Kerr and cross code Paralympian Dylan Alcott.
The Australian women’s national football team skipper and Chelsea striker and the Australian wheelchair basketballer and wheelchair tennis player star in an integrated campaign which aims to inspire active people of all ages and genders to sweat out the daily pressures of life.
The initiative, developed by creative agency McCann Sydney encouraging people to ‘Sweat it Out’.
The work, which is based around the functional message that scientifically formulated Powerade ION4 delivers hydration and replaces electrolytes lost in sweat, was spearheaded by a commercial airing nationally across Australia in March and also spanning online video and social, plus digital out-of-home, point-of-sale and in a range of fitness centres.
Both the hero 30-second spot and the supporting series of creative executions feature brand ambassador Kerr and Alcott across
“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,” said Coca-Cola South Pacific Sports Marketing Manager Natalie Whitehead-Farr.
“Powerade and Powerade Active Water deliver ION4 hydration that replaces electrolytes lost in sweat,” she said.
According to the campaign PR, the multi-million-dollar campaign is also supported through consumer sampling and ambassador experiential activity throughout 2020 which will not only include Kerr and Alcott, but also Australian cricket icon Mitchell Starc.
The campaign was created by McCann Sydney, with production company Collider and the spot was helmed by Rob Stanton-Cook and produced by Annie Schutt. UM handled the media, OGB ran the social media strand, with Gemba leading the influencer strand and Maverick running sampling
Comment:
This work follows in the creative footsteps of previous Powerade work in Australia such as the 2018 ‘Always Forward’ campaign which also featured cricketer Mitchel Starc, rugby league’s Billy Slater and soccer star Sam Kerr (see case study).
As well as the New Zealand 2018 iteration of ‘Always Forward’ (see case study).
Featuring Kerr follows on from Coca-Cola global research identifying that women’s football offered key growth opportunities as a marketing platform for Powerade – as also illustrated by its ‘Making Of A Champion’ support for the US National team at the 2019 Women’s FUFA World Cup (see case study).
Powerade is also currently activating in the women’s sports space in India with a campaign leveraging the ICC T20 Women’s World Cup called ‘Power Has No Gender (see case study).
Launched last year, the brand’s latest innovation
Powerade Active Water, which launched last year, was designed for active people of all ages to provides hydration before, during and after all exercise.
It is sugar free format formulated with electrolytes sodium, potassium, calcium and magnesium to replace those lost in sweat, and contains B vitamins for energy and natural flavours.
Links:
Powerade Australia
https://www.coca-colacompany.com/au/brands/powerade
https://www.youtube.com/user/PoweradeAustralia
https://twitter.com/poweradeau
https://www.instagram.com/poweradeau
https://www.facebook.com/Powerade.au/
McCann Sydney
Gemba
OGB
Maverick
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