Market research
The Australian arm of Coca-Cola is poised to give the Powerade ION4 sports drink a television-centred push in the country.
Coca-Cola Australia has unveiled three TV ads for the brand as part of its ongoing 'Always Forward' campaign. The spots each feature one of three Powerade brand ambassadors in the country, cricketer Mitchell Starc, rugby league player Billy Slater and woman footballer Sam Kerr.
The 15-second ads fronted by Starc and Slater will run from this week, with Kerr's scheduled to run next month. A longer, 30-second clip, featuring all three, will air next year.
Financial details were not disclosed.
"We kicked off phase one in partnership with … the 2018 FIFA World Cup," said Coca-Cola Australia's brand manager operations, Bridget Slipper. "Now, we're collaborating with our Australian ambassadors to showcase the benefits of Powerade for hydration, both during active sports and recovery."
Earlier this year, a limited edition Powerade variant, Pineapple Storm ION4 + Coconut Water, was added to the Powerade roster in the country.
Sectors: Marketing – advertising & promotions, Soft drinks, Water
