Powerade concentrates marketing on “zero sugar” beverage in 2013

Posted by AFN Staff Writers on 7th February 2013

Powerade Australia has launched a new “Zero Sugar. Zero Excuses” campaign with the focus on avoiding “excuses” not to exercise.

The new campaign aims to specifically push the brand’s Powerade Zero beverage, launched in April 2012.

Powerade, owned by Coca-Cola South Pacific, is not the only Coca-Cola brand focusing on “health” and “zero sugar” in 2013.

Earlier this week, Australian Food News reported that Coca-Cola South Pacific would concentrate 70 per cent more of their marketing on Coke Zero than ordinary Coca-Cola in 2013.

The Powerade Zero campaign will build on the excuses that stop people from exercising such as “the weather” and “making time.” Weather related mobile ‘excuse’ pop ups will feature smart phone calendar integration to allow users to cement a date to get fit. Meanwhile, the campaign will also feature “time of day” related placements in gyms and on-the-go locations including bus shelters, bus mega wraps and convenience stores.

Powerade Marketing Manager, Alex Pettigrew said that Powerade was promoting a “zero sugar” beverage to encourage healthier choices in Australia.

“Zero Sugar, Zero Excuses, is all about empowering Aussies to stay committed to their fitness goals and keep their eyes on the prize,” Mr Pettigrew said.

“In less than 12 months, Powerade Zero has captured 3.4 per cent volume share of grocery in the sports drink category and has already captured over 5 per cent of overall Powerade sales,” Mr Pettigrew added.

Powerade Zero is an electrolyte enhanced sports drink containing non-nutritive sweeteners Acesulphame Potassium (950) and Sucralose (955).

Powerade Zero is being marketed in a new campaign promoting health and fitness.