The campaign encourages consumers to smash the sticky, humid conditions associated with the season through the launch of limited edition Powerade sport-themed ‘shrink packs’ aimed at generating cut-through during the key summer period.
“We all love an Aussie summer, but with the hot, sticky conditions it becomes even more important to stay hydrated,” said Sarah Illy, brand activation manager of Powerade. “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 [collectible] 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 Ion4 600ml bottles in Mountain Blast, Berry Ice and Gold Rush flavours. Each pack has two separate sport designs on each.
The designs tap Aussie’s love for sports through collectible summer sports-themed packaging, featuring images of sports including rugby, cricket, basketball, tennis, soccer and athletics. The signature packs are signed by sporting legends and Powerade ambassadors Greg Inglis, Mitchell Johnson and Andrew Bogut.