Powerade launches new formula

Based on the accelerated growth of sports drink consumption in Australia, with eight percent of the population consuming beverages in this category*, Coca-Cola South Pacific has announced the launch of POWERADE ION4,the biggest reformulation of Powerade since 2006.

Powerade, consumed by well over half (58%) of sports drink consumers in an average seven days,* has reinvigorated the popular sports drink by providing a new formula, containing 95 per cent more electrolytes** to help replace those lost through sweat – sodium, potassium, calcium and magnesium.

“In the booming sports drink category what has become apparent is that innovation and exclusive partnerships are driving transactions,” said Tracey Evans, Group Marketing Manager Hydration

On the back of successful product trials, where the claims of added electrolytes drove an increase of 61% in purchase intent, Ms Evans was positive about POWERADE ION4 consolidating its success within the category. “”POWERADE ION4 is an evolution of the sports category, reinforcing product efficiency and sporting credentials through a new formulation. We’re looking forward to launching in market and driving growth in the category”

The launch follows hot on the heels of Footy Finals weekend, fronted by NRL star performers Billy Slater, face of the launch TVC, and Greg Inglis, face of the out of home advertising. The campaign will continue through strategic associations with key sporting events in cricket and basketball, with further activity planned ahead of the Olympics in August 2016.

Greg Inglis
NRL star Greg Inglis is the face of the brand’s out-of-home ads

The product will also benefit from a multi-million dollar media investment over 15 months, including TVCs, out of home advertising, sporting talent partnerships, packaging and POS and an in-store Olympics activation. This will be backed up by a social media and digital push through the creation of the POWERADE Twitter app

POWERADE ION4 is available nationally from most retailers in 600ml single serves and multi-packs in Mountain Blast, Berry Ice, Lemon Lime, Gold Rush and Blackcurrant flavours

Link to the TVC featuring NRL star Billy Slater here: https://www.youtube.com/watch?v=y9w0Wu3fuBo

*Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 (n=887)

**Compared to previous Powerade Isotonic 600ml formulation

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