Ogilvy leverages ABs for Powerade

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Leading sports brand Powerade is kicking off its latest campaign – born from the new brand slogan “Performance Is Everything” – with the launch of a new TVC featuring the All Blacks performing in their famous black jersey.

The TVC features Liam Messam, Beauden Barrett and Julian Savea as they battle through tough wet weather conditions to score a winning try, with the voiceover, “water has its place on the sports field, but when it comes to performing at your peak you need fuel for your muscles. Powerade has the combination of carbohydrates and electrolytes to help you go stronger for longer.”

The TVC is the first of several initiatives launching in 2014, including a new Powerade website and a new Powerade app that will allow sports-minded people to set fitness goals, receive training programmes, track their performance and map runs.

“Powerade [a Coca-Cola brand] is currently New Zealand’s number one sports drink, significantly ahead of its closest competition in both sales and consumer preference,” says Tracey Evans, Powerade Marketing Manager.

“We wanted the latest campaign to reflect this positioning as we move into a space that helps sportspeople, gym-goers and exercise-lovers achieve tangible fitness results by providing an abundance of practical tools and activities that can boost their performance.”

In addition to the new app and website, Powerade is announcing the return of the Powerade Challenge, a running event featuring Powerade wristbands that monitor and track participants’ progress, giving them tailored, personal results.

The event will be returning to Auckland and Wellington, and will debut in Christchurch this year.

To invest in the futures of promising athletes, Powerade will also be hosting the first Breakthrough Academy in Auckland this year, which will give a selection of rising sports stars the opportunity to receive mentorship and encouragement from New Zealand’s leading sports performers.

“We are proud to support several of the nation’s leading athletes, and want to further this by investing in future sports stars from a young age, so we are doing our bit to give young talented kiwis the best career start possible,” says Evans.

The activity supports four business commitments made by Coca-Cola in July of last year to help address the issue of obesity in New Zealand. One of these commitments was to help get people moving by supporting physical activity programmes.

“We are looking forward to watching 2014 unfold, and we believe it will make a difference to the lives of so many New Zealanders as more people become engaged in the efforts to actively improve their performance,” Evans said.

For more information, visit www.powerade.co.nz.



Agency: Ogilvy
ECD: Angus Hennah
CD: Rupert Hancock
Head of TVP: Amanda Kabel
GAD: Ben Reece
Account Director: George Sim
Film company: Finch
Director: Nic Finlayson

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