Powerade seeks to leverage its connection with the Olympic Games which spans more than two decades. The brand was born at the Barcelona 1992 Olympic Games, and this year marks 24 years of Powerade as the official sports drink of the sports event.
Backed by a multi-million dollar media investment, the campaign aims to position Powerade as the catalyst of hydration and inspiration for the Rio 2016 Olympic Games.
Australian Olympian and 2015 NBA champion Andrew Bogut has been brought on as Powerade’s official Olympic Games ambassador and the face of the national marketing campaign. This includes featuring on the packaging of the limited edition new Mandarin flavour Powerade ION4 Rio Victory, available in stores nationwide now across a wide variety of retail channels.
Bogut said the brand is synonymous with promoting the importance of hydration during sport.
Sonja McCarthy, brand manager, Powerade, said: “The Rio 2016 Olympic Games represents the biggest event in the world with the London 2012 Olympic Games drawing 3.6 billion viewers. This time round, we want to capitalise on these figures by reaching consumers in creative and impactful ways through a significant marketing campaign which includes out partnership with NBA champion Andrew Bogut. It’s an exciting occasion for Powerade and we hope to capture the attention of consumers and inspire the nation, just as our athletes will as they compete in Rio.”