Powerade launches summer marketing campaign
Australian cricketer, Mitchell Johnson, is part of Powerade's 'Smash the Sweat' campaign
Coca-Cola South Pacific has launched its summer marketing campaign for its Powerade sports drink.
‘Smash the Sweat’ encourages Australians to forget about summer’s hot weather with sport themed Powerade beverages.
The strategy revolves around tapping into Australia’s love of sports through collectable summer sports-themed packaging, featuring imagery from a range of sports including rugby, cricket, basketball, tennis, soccer and athletics.
The packs will be promoted in-store, through social media and outdoor advertising.
Sarah Illy, Brand Activation Manager for Powerade, said Coca-Cola South Pacific was challenging Australians to “smash the sweat.”
“Being a sports-obsessed nation, we decided to tap into that trend through our collectable sport-themed packs to encourage people to be active and stay hydrated,” Illy said.
The Powerade Summer of Sport packs are available from independent and major retailers now in Powerade ION4 600ml bottle flavours Mountain Blast, Berry Ice and Gold Rush flavours. Each pack includes two separate sport designs.
Pepsi Co’s Gatorade has secured its partnership with the AFL for the next three seasons.
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