Powerade Goes Sugar Free

27 October, 2008 by
 

Coca-Cola Australia has launched Powerade No Sugar, Australia’s first scientifically formulated sports drink without sugar. The launch of Powerade No Sugar is being supported by a multi-million dollar integrated marketing campaign, featuring extensive Out-of-Home and print advertising, mass sampling activation, sport club support, PR, POS and online activity.
 
Powerade is the market leader in the sports drink category and is continuing to drive innovation with the launch of Australia’s first sugar free sports drink, Powerade No Sugar. 
 
Powerade No Sugar has removed one of the key barriers to consumption, sugar, and has been scientifically formulated to replace both the fluid and the electrolytes lost when exercising. Powerade No Sugar helps to maintain hydration levels without replacing the energy you’ve worked so hard to burn.
 
Beginning in late October, the marketing campaign will roll out nationally, targeting active males and females who are currently exercising one to two times a week, a group that accounts for more than 6.6 million Australians. 
 
Powerade No Sugar will utilise a number of approaches to reach the target audience including a significant number of outdoor panels in metropolitan areas, strategically positioned near gyms and activity centres. Print advertising will feature in key lifestyle and fitness publications, reaching more than 500,000 active consumers during the launch period. 
 
In conjunction with the advertising campaign, more than 250,000 Powerade No Sugar samples will be distributed at gyms such as Fitness First, national sporting events such as the JPMorgan Chase Corporate Challenge and Melbourne Marathon and outdoor training locations. 
 
Powerade No Sugar is available in three flavours, Tropical, Lemon and Citrus.
 
Following the launch of the Powerade Performance System in early 2008 Powerade currently holds a 51 per cent share of the sports drink category (AC MAT to 31/08/08).
 
More information on Powerade No Sugar can be found at www.powerade.com.au