Powerade launches Rio 2016 Olympic Games marketing campaign

Posted by AFN Staff Writers on 15th June 2016

PoweradeCoca-Cola South Pacific has launched its Powerade 2016 Rio Olympics marketing campaign.

Powerade first debuted at the 1992 Barcelona Olympics and has a 24 year cross-promotional relationship with the Olympic Games.

The multi-million-dollar campaign will feature Australian Olympian and basketball player, Andrew Bogut, who will appear on bottle packaging.

The campaign will also include the launch of a ‘limited edition’ Mandarin flavour of Powerade ION4.

Brand Manager for Powerade, Sonja McCarthy, said Powerade has been synonymous with sporting excellence since it was first launched at the 1992 Barcelona Olympics.

“The Rio 2016 Olympic Games represents the biggest event in the world with the London 2012 Olympic Games drawing 3.6 billion viewers, McCarthy said.

“This time round, we want to capitalise on these figures by reaching consumers in creative and impactful ways through a significant marketing campaign which includes out partnership with NBA champion Andrew Bogut.  It’s an exciting occasion for Powerade and we hope to capture the attention of consumers and inspire the nation, just as our athletes will as they compete in Rio.”

Rio Olympics branded Powerade is available now and until the end of the Olympic Games.

The Olympic Games are being held in Rio De Janeiro, Brazil, from Friday 5 August to Sunday 21 August 2016.