Powerade is leveraging spiking women’s cricket interest in India around the ICC T20 World Cup with a new campaign targeting Gen Z women by celebrating that ‘Power Has No Gender’.
The Coca-Cola energy drink brand’s digital-first campaign specifically targets India’s Gen Z female demographic segment by championing the power to dream big and train hard in order to make sporting dreams a reality and making it clear that this is an objective which spans gender.
Powerade, an official partner of the ICC and a sponsor of the Women’s T20 World Cup, celebrates and supports young Indian female cricketers who put in hours of practice every single day at cricket academies and grounds across the country in order to try and achieve their dream of playing for their country at the Women’s Cricket World Cup.
The creative, which features both Indian cricket team’s all-rounder Jemimah Rodrigues and Powerade brand ambassador and Indian cricket icon MS Dhoni, seeks to inspire young women to ‘power through and never give up on their dreams’.
19-year-old all-rounder Rodrigues also stars on a series of online short spots which seek to engage the next generation of cricket fans.
“Our association with the ICC Women’s T20 World Cup reiterates our commitment to cricket, which is the biggest passion point uniting a billion Indians,” said Coca-Cola India’s Director-Emerging Categories Anoop Manohar
“This is the second year of Coca-Cola’s partnership with ICC and Powerade will continue to hydrate all teams during matches. #PowerHasNoGender is a power-packed campaign which reiterates that Power is an individual asset; it’s not based on gender and it’s the individual courage that drives a person to achieve great success.”
Comment:
This campaign follows on from Powerade’s Indian launch campaign which came during the 2019 Cricket World Cup in June and which positioned it as the energy drink that ‘helps players to perform their best: be it during gruelling practice sessions or during matches’.
The launch sought to symbolise Coca-Cola India’s entry into the nascent category of sports hydration nationwide.
Links:
Powerade/Coca-Cola India
https://www.coca-colaindia.com/powerade
Powerade
https://www.instagram.com/powerade/
https://www.youtube.com/user/Powerade
https://www.facebook.com/Powerade
Coca-Cola
https://www.coca-colacompany.com/
https://www.youtube.com/user/CocaColaCo
https://www.facebook.com/TheCocaColaCo
https://twitter.com/CocaColaCo
https://www.instagram.com/thecocacolaco/
Leave a comment
You must be logged in to post a comment.