Coca-Cola has announced details of Powerade’s new Australian Summer campaign ‘Smash the Sweat’.
The campaign is designed to encourage consumers to smash the sticky, humid conditions associated with the season through the launch of limited edition Powerade sport-themed ‘shrink packs’ aimed at generating cut-through during the key summer period.
The strategy, said the company, revolves around tapping into the Aussie’s love of sports through collectable summer sports-themed packaging, featuring imagery from a range of sports including rugby, cricket, basketball, tennis, soccer and athletics.
The signature packs are signed by sporting legends and Powerade Ambassadors Greg Inglis, Mitchell Johnson and Andrew Bogut.
Appearing from early November, the limited edition packs will be promoted in-store at point-of-sale and supported on social media channels in the build up to summer.
As the summer sport season kicks off, the campaign will be boosted through outdoor media calling on consumers to ‘Smash the Sweat’.
Sarah Illy, Brand Activation Manager, Powerade, said: “We all love an Aussie summer, but with the hot, sticky conditions it becomes even more important to stay hydrated. So this summer we are challenging people to ‘Smash the Sweat’. Being a sports-obsessed nation, we decided to tap into that trend through our collectable sport-themed packs to encourage people to be active and stay hydrated.”
“The limited edition bottles have been inspired by Australian sporting legends with the objective of keeping Powerade ION4 top of mind for rehydration needs. Powerade ION4… is scientifically formulated to help replace four of the electrolytes lost in sweat and is an ideal way to ‘Smash the Sweat’ this summer,” said Illy.