UK: Coca-Cola’s Powerade offers “training” experiences

Coca-Cola sports drink Powerade has launched a promotion for the UK market offering consumers the chance to win a training experience at a football camp in South Africa or elite rugby camps at Twickenham and the Millennium Stadium.

The on-pack promotion will run throughout February and enables consumers to enter a daily draw to win one of more than 100 training sessions and tickets to either a FIFA World Cup match or a rugby international.

To enter consumers will need to buy a bottle of Powerade, text the code on the label or go to Poweradegb.com. The limited edition Gatorade pack features pictures of England footballer Wayne Rooney and Wales winger Shane Williams. 

Cathryn Sleight, marketing director for Coca-Cola Great Britain said: "2010 is an exciting year for UK sport and Powerade is proud to be a part of this. As the official sports drink of the FIFA World Cup, Rugby Football Union, Welsh Rugby Union, Coca-Cola Football League and Team GB we're committed to reaching out to wider sporting communities and demonstrating Powerade as an essential part of a sportman's kit."

Powerade will be an official sponsor of the FIFA World Cup in June and continues to support the English, Welsh and Irish rugby teams throughout 2010, the firm said.

To support the campaign throughout the RBS 6 Nations and as part of the build up to the FIFA World Cup later in the year, the marketing activity will include press and digital advertising and national TV advertising.

The Coca-Cola Co. this morning announced it has given its Diet Coke packaging a limited edition new look as part of a “heart health” campaign for the US market.