Coca-Cola launches integrated campaign for Powerade Zero

Coca-Cola has launched an integrated advertising campaign supporting Powerade Zero, as it looks to ramp up its presence in the sports drink market.

Coca-Cola launched Powerade Zero earlier this month and the drink claims to be the first calorie-free fitness drink that uses sodium to rehydrate the body. The drink launched in the US in 2008.

The campaign features Jessica Ennis, the world and European heptathlon champion, across television, outdoor and digital activity.

The creative element of the TV campaign was carried out by Mother, while agencies Iris, Synergy and M&C Saatchi Sport & Entertainment have also been involved. Media buying has been handled by Vizeum.

A 30-second teaser of the TV ad was aired last night (14 October), which was designed to drive traffic to www.poweradegb.com.

The site has an extended four-minute version of the ad, alongside a 20-second short entitled "Sweat Session". The short is a consumer promotion that gives away a year’s gym membership and 52 personal training sessions.

The new product, Powerade Zero, has been developed in conjunction with Team GB’s sports scientists.

George Wheen, brand director of sports and energy, Coca-Cola North West Europe and Nordics (NWEN) said: "For us, this is a great way to launch Powerade Zero and showcase the benefits of the product. Hydrating is vital, whatever your level, and Powerade Zero is the perfect tool for any training scenario."

Coca-Cola is one of the official sponsors of the London 2012 Olympics.

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