Coca-Cola’s Powerade to sponsor The Matrix sequel

Coca-Cola’s sports drink brand Powerade is to sponsor the sequel to hit movie The Matrix in a bid to widen the product’s appeal.

Powerade is to be a global sponsor of the Warner Bros science-fiction film The Matrix Reloaded, a move that will take the brand beyond its usual association with football and athletics.

In the UK, Coca-Cola Great Britain will launch a green-coloured kiwi and watermelon variant, which will carry a Matrix Reloaded label on the packaging and Matrix-style graphics.

A cinema advertising campaign, adapted by Wieden & Kennedy Amsterdam from a US template, will support the sponsorship. The ads will break on May 2, while the film opens in the UK on May 23.

A spokeswoman for Coca-Cola says the Matrix tie-up is a “good fit” for the brand because the film’s target audience of 16- to 29-year-old males is a key consumer segment of Powerade. The futuristic look of Powerade and its packaging also works with Matrix imagery, she adds.

A Powerade television campaign, not part of the Matrix tie-up, launched this week. It was developed specifically for the UK by Wieden & Kennedy Amsterdam. It is an animated campaign, and replaces the strapline “Get Up, Stay Up” from previous campaigns with “Fuel Your Obsession”.

Powerade was relaunched in the UK in November 2001 (MW October 18, 2001) as a rival to GlaxoSmithKline’s Lucozade Sport. Pepsi’s contender in the sports drink sector, Gatorade, is thought to be planning to boost its presence in the UK later this year.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here