One of Australia’s favourite sports drink POWERADE has launched a new campaign encouraging people to ‘Sweat it Out’. The integrated marketing communications campaign aims to inspire active people of all ages and genders to sweat out the daily pressures of life. 

The campaign showcases that scientifically formulated POWERADE ION4 delivers hydration and replaces electrolytes lost in sweat. It will be led by a locally made TVC with the 30 second spot scheduled to air nationally from this week across television, online video and social media.

Along with the new TVC, a series of creative executions will feature high profile POWERADE brand ambassadors, Sam Kerr and Dylan Alcott, who will appear in creative across digital out-of-home, proximity, POS, social and in a range of fitness centres.

Natalie Whitehead-Farr, Marketing Manager, Sports at Coca-Cola South Pacific, said: “Our new POWERADE ‘Sweat it Out’ campaign is about connecting the brand to a broader audience. We all have daily pressures or niggles and know that exercise can help clear your head and make you feel stronger, whether that be a 5km jog, a functional training class or a marathon. We all know that feeling of exhilaration we get after exercising which helps us take on the day.

“POWERADE and POWERADE Active Water deliver ION4 hydration that replaces electrolytes lost in sweat,” she said.

The multi-million-dollar campaign will also be supported with sampling and ambassador activity throughout 2020. POWERADE’s ambassadors include Australian footballer and captain of the Matildas, Sam Kerr, dual sport gold medallist, Dylan Alcott, and Australian cricketing great Mitchell Starc.

Launched last year, the brand’s latest innovation POWERADE Active Water is designed for active people of all ages. It is scientifically formulated with POWERADE’s ION4 electrolyte system, and provides hydration before, during and after all exercise. It is sugar free, formulated with electrolytes sodium, potassium, calcium and magnesium to replace those lost in sweat, and contains B vitamins for energy and natural flavours.

Powerade Active Water contains the electrolyte potassium to support hydration and B vitamins for energy and should be consumed as part of a balanced diet.

For more information, visit: https://www.coca-colacompany.com/au/brands/powerade.