Coca-Cola South Pacific has launched Powerade’s Australian summer campaign – “Smash the Sweat”.
The strategy for the campaign involves tapping into the Australian love of sport through collectable summer sports-themed packaging, featuring imagery from a range of sports including cricket, basketball and tennis. The signature packs are signed by sporting legends and Powerade Ambassadors Greg Inglis, Mitchell Johnson and Andrew Bogut. Appearing from early November, the limited edition packs will be promoted in-store at point-of-sale and supported on social media channels in the build up to summer.
“We all love an Aussie summer, but with the hot, sticky conditions it becomes even more important to stay hydrated,” Powerade Brand Activation Manager Sarah Illy said. “So this summer we are challenging people to ‘Smash the Sweat’. Being a sports-obsessed nation, we decided to tap into that trend through our collectable sport-themed packs to encourage people to be active and stay hydrated.”
The Powerade Summer of Sport packs are available from independent and major retailers now in Powerade Ion 4 600ml bottles in Mountain Blast, Berry Ice and Gold Rush flavours.