Powerade has released details of its 2016 Olympic Games campaign, as the brand seeks to leverage its connection with the Games which spans more than two decades.
Powerade was born at the Barcelona 1992 Olympic Games and this year marks 24 years of Powerade as the official sports drink of the most viewed sports event in the world.
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 Andrew Bogut has been brought on as Powerade’s official Olympic Games ambassador and the face of the national marketing campaign.
Mr Bogut will feature on the packaging of the new, limited edition Mandarin flavour Powerade ION4 Rio Victory, available in stores nationwide across a wide variety of retail channels.
The Golden State Warriors star will also appear prominently across Powerade’s new Olympic Games TVC, out of home advertising, experiential activity and impactful point of sale merchandise.
Bogut will also champion the brand across its digital platforms, heroing the new flavour and how it can hydrate Olympians by replacing four of the electrolytes lost during sweat.
Sonja McCarthy, brand manager, Powerade, said: “Powerade has been synonymous with sporting excellence since it was launched at the Barcelona 1992 Olympic Games and it has been keeping athletes hydrated ever since! Our goal now is to inspire our athletes to perform to their best at Rio.
“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.”