Powerade calls pan-Euro advertising pitch

LONDON - Powerade, the Coca-Cola- owned energy drink, has called a review of its pan-European advertising account.

Powerade...European ad account review
Powerade...European ad account review

Mother, the incumbent, has been asked to repitch for the account but it is unclear which other agencies are involved.

The agency's more recent work for the drink was a print and outdoor campaign that saw British athletes such as the triple-jumper Phillips Idowu, the cyclist Rebecca Romero and the swimmer Gregor Tait performing their disciplines naked.

The campaign promoted Powerade's status as the official sports drink of the Beijing Olympics.

Mother picked up the account in May 2007 following a competitive pitch against an un-named German agency.

In 2006, the brand's previous incumbent, Nitro, created a campaign featuring the footballer Peter Crouch and the rugby player Josh Lewsey in a battle of one-upmanship.

It was released in the run-up to the Fifa World Cup, of which Powerade was the official drinks sponsor.
In February, Coca-Cola announced it was extending its "Zero" branding to Powerade.