Coca-Cola South Pacific says the new flavour forms part of the brand’s strategy to continue to drive innovation in the hydration and sport-drinks portfolio.
Tapping into the growing appeal of coconut water over the past few years, Powerade says it is leveraging this appeal without compromising on its brand equity in its ION4-formulation and sporting-performance credentials. The resulting mix is said to offer “a refreshing twist on hydration”.
This unique flavour innovation has been introduced to meet contemporary consumer needs in the sports category. Primarily aimed at physically active 16-39 year-olds, the new beverage has the same benefits as the Powerade ION4 range, which claims to help to replace a range of the electrolytes lost through sweat: sodium, potassium, calcium and magnesium.
Brand Manager Operations – Hydration Portfolio Bridget Slipper said: “The expansion of the Powerade ION4 range to include Powerade Pineapple Storm ION4 + Coconut Water is an exciting step forward. This launch provides an opportunity to demonstrate the innovation inherent to Powerade to new and existing customers.
“We’re excited to share what Powerade has to offer in a new flavour as part of our strategy to drive growth through the continual refinement of our hydration and sport-drinks range.”
Powerade Pineapple Storm ION4 + Coconut Water is available nationwide in a 600ml serve for a limited time only. The launch will be supported by a targeted marketing campaign with a focus on out-of-home channels.
