Coca-Cola South Pacific says the biggest reformulation of Powerade since 2006 seeks to capitalise on the accelerated growth of the sports drinks category over the past two years.
The new formula will contain 95 per cent more electrolytes than the previous Powerade Isotonic 600ml formulation to help replace four of the electrolytes lost through sweat – sodium, potassium, calcium and magnesium.
The campaign will benefit from a multi-million dollar media investment over 15 months, including TVCs, out-of-home advertising, sporting talent partnerships, packaging and POS and an in-store Olympics activation. This will be backed up with a social media and digital push through the creation of the Powerade Twitter app.
The launch follows hot on the heels of footy finals weekend, fronted by NRL players Billy Slater, face of the launch TVC, and Greg Inglis, face of the out-of-home advertising. The campaign will continue through strategic associations with key sporting events in cricket and basketball, with further activity planned ahead of the Olympics in August 2016.
“In the booming sports drink category, what has become apparent is that innovation and exclusive partnerships are driving transactions,” Group Marketing Manager Hydration Tracey Evans said.
“Powerade Ion4 is an evolution of the sports category, reinforcing product efficiency and sporting credentials through a new formulation containing 95 per cent more electrolytes that help replace four of the electrolytes lost in sweat. Following successful trials, where these claims drove a 61 per cent increase in purchase intent, we’re looking forward to launching in market and driving growth in the category.”
Powerade Ion4 is available in 600ml single serves and multi-packs in Mountain Blast, Berry Ice, Lemon Lime, Gold Rush and Blackcurrant flavours.