Agency: Mother London
To celebrate the launch of Powerade Zero, the first ever zero sugar, calorie free fitness drink, Powerade this week launches a new integrated campaign featuring World and European Heptathlon Champion, Jessica Ennis, and comprising of a TVC, outdoor spots and digital activity.
The TVC spot was filmed by Mother at the English Institute of Sport in Sheffield and sees Powerade ambassador Jessica Ennis taking on three boxing enthusiasts in a Powerade sweat session.
The sweat session, designed by Jess’ coach Toni Minichiello, aims to highlight the importance of hydration during training and exercise.
A 30 second creative will be teased on TV screens driving consumers to watch the session in full at poweradegb.com, where an extended four minute film of the activity will also be streamed.
Additional activity on the microsite will further engage fans – they will be able to view a 20 second version of the engaging Sweat Session and take part in a consumer promotion, giving away a year’s gym membership and 52 personal training sessions.
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.
The integrated campaign has been delivered by the Powerade brand team at Coca-Cola in London, and executed by their core group of agencies – Mother, Vizeum, Iris, Synergy and M&C Saatchi Sport & Entertainment.
George Wheen, Brand Director, Sports and Energy, Coca-Cola North West Europe and Nordics, said, “For us this is a great way to launch Powerade Zero and showcase the benefits of the product. Hydrating is vital, whatever your level, and Powerade Zero is the perfect tool for any training scenario.”