Coca-Cola, one of the official sponsors of the London 2012 Olympics, has launched an integrated marketing campaign to promote Powerade Zero sport drink.
Powerade Zero, sugar-free enhanced with sodium sport drink, was launched earlier this month in the UK and in US market comes in 2008.
The campaign is featuring Jessica Ennis, current World and European heptathlon champion, and include television, digital and outdoor advertising.
A 30 second teaser commercial was aired on the British television on October 14 encouraging consumers to watch the session in full at poweradegb.com, where an extended four minute film of the activity will also be streamed.
Jessica Ennis’ Sweat Session – Teaser ad
The full 4m 30sec version of the video titled “The Sweat Session with Jessica Ennis” was filmed at the English Institute of Sport in Sheffield and sees MS Ennis taking on three boxing enthusiasts in a Powerade Sweat Session, designed by Jess’ coach Toni Minichiello. The spot aims to highlight the importance of hydration during training and exercise.
The Sweat Session with Jessica Ennis
Turning to outdoor advertising, the brand will showcase iconic images of Ennis taken from the TVC, using a blend of high impact 96 and 48 sheet posters, combined with six sheet targeting around gyms.
Also Powerade website visitors can and take part in a consumer promotion, giving away a year’s gym membership and 52 personal training sessions. They also can download the latest version of Powerade Pulse, a new application, which is able to scan a user’s playlist for the songs that really inspire him or her to train more intensely in the gym.
The integrated campaign has been delivered by the Powerade brand team at Coca-Cola in London and the creative element of the TV campaign was carried out by the Mother agency in partnership with with Iris, Synergy and M&C Saatchi Sport & Entertainment. Media buying has been handled by Vizeum.