Powerade Energy launches first TV ad

Powerade Energy, the new dual energy drink from Coca-Cola, has launched its first TV spot, targeting active people.

The new product moves the Powerade brand into the energy drinks category, with a "dual energy" drink that offers "sustained performance energy".

The spot breaks today (14 June) and is part of a wider campaign including outdoor, digital and sampling activity. It was created by Mother, directed by Everynone and produced by Cresside Luxton at Epoch. Media buying is handled by Vizeum.

The creative centres on people’s personal "everyday race", splicing short sequences of consumers’ daily routines together in a short and sharp sequence, while a voiceover in the style of a sports commentator runs over the top of the images.

The ad ends with the strapline: "Energize fast. Sustain performance."

Zoe Howorth, market activation director, Coca-Cola Great Britain, said: "We’re excited to be leading the field with the launch of Powerade Energy, answering consumer demand for a drink that optimises success by energising fast and sustaining performance.

"At the heart of the new campaign is a fast-paced creative, which embodies the winning philosophy of Powerade Energy, powering the lives of active people to excel in their own ‘everyday race’."

Coca-Cola launched Powerade Energy in April, with the product hitting the shelves last month. The drink joins previous Powerade brand extensions Powerade Zero and Powerade ION4.

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