Coca-Cola Australia has announced the launch of a suite of new TVCs featuring some of the country’s top sports stars as part of the next phase of Powerade’s ‘Always Forward’ campaign via Ogilvy, Sydney.
Leveraging the three Powerade brand ambassadors, the campaign aims to expand audience reach and further drive the brand’s sporting, hydration and performance credentials. The ‘Always Forward’ tagline is about demonstrating that there is no finish line when it comes to sports performance, nor Powerade’s product formulation innovations.
Targeting consumers during active routine drinking occasions, the creative taps into a desire for an edge that improves performance. The TV spots showcase Powerade as the best option for hydration and recovery needs to drive today’s athletes forward.
Bridget Slipper, brand manager operations said: “Our focus with Always Forward is to affirm our brand’s leadership in the sports category globally. We kicked off phase one in partnership with one of the biggest global sporting events – the 2018 FIFA World Cup – and now we’re collaborating with our Australian ambassadors to showcase the benefits of Powerade for hydration, both during active sports and recovery.”
Two 15 second TVCs, featuring cricketer Mitchell Starc and recently retired NRL hero Billy Slater individually, will run from September 3. In October a third cut, focusing on women’s soccer star Sam Kerr, is scheduled to air alongside a 30 second edit which brings all three ambassadors together in 2019.
The Powerade ION4 range helps to replace a range of the electrolytes lost through sweat: sodium, potassium, calcium and magnesium.
Source: Campaign Brief