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Powerade's "The Everyday Race"

Client: The Coca-Cola Company

Agency: Mother London

Powerade are introducing an integrated campaign, "The Everyday Race", to mark the launch of their first dual energy product, Powerade Energy.

The drink claims to "energise fast" and "sustain performance" during peaks of intense physical activity. The integrated product launch is supported by TV, outdoor, digital and sampling under the strapline "For the Everyday Race".

Debuting June 14 is a fully charged 30-second execution bringing to life the "race" in people’s daily lives. Narrated by a sports commentator, the spot follows physically active people from the morning starting blocks to evening finishing line, as Powerade Energy powers them to maximise their performance.   

Market Activation Director for Coca-Cola Great Britain comments:  “We’re excited to be leading the field with the launch of Powerade Energy, answering consumer demand for a drink that optimises success by energising fast and sustaining performance."

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