Mother scoops Powerade pan-Euro account

LONDON - Powerade, the Coca-Cola-owned energy drink, has appointed Mother to its pan-European creative account following a competitive pitch.

Mother beat an unnamed German agency following a two-way pitch to win the task of devising a summer advertising campaign for the brand.

The previous incumbent on the Powerade account, Nitro, did not pitch. Mother is a Coca-Cola roster agency and already handles creative duties for the drinks giant's main Coca-Cola brand as well as Schweppes Mixers, Dr Pepper, the Lilt range and the Coke Sponsorship account.

Powerade was the Official Sports Drink of the 2006 FIFA World Cup and its last advertising push coincided with the tournament.

A viral and press campaign featured England footballer Peter Crouch and England rugby player Josh Lewsey competing in a battle of one-upmanship in a race against a stuffed cheetah and a fencing competition.

Powerade is set to sponsor the Rugby World Cup later this year as its official drinks supplier.

The energy drinks market is worth £336m, with Powerade commanding an 18% share, according to ACNielsen.

Coca-Cola's portfolio of energy drinks also includes Relentless and Burn and the company is expected to launch an energy variant of Fanta, called Fanta Nightstar, in the autumn.

At the time of writing, Mother and Coca-Cola were unavailable for comment.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More