Coca-Cola is supporting the launch of Powerade Orange with a microsite, which has been created to coincide with the start of the RBS Six Nations 2008.
Created by integrated agency Iris, www.poweradeforfree.com gives amateur athletes the chance to compare their fitness levels to those of professionals.
When users hit the landing page, they will have access to a hydration calculator and a fitness assessment section. Everyone who registers on the website will also go into the draw to win a Polar heart monitor.
The site has been designed in conjunction with former England fitness coach Dave Reddin, who worked with the team during their victorious Rugby World Cup campaign in 2003.
A “Try Me Free” Powerade promotion for the new orange flavour has also been launched, allowing consumers to try a bottle of Powerade Orange for free by tearing off the label on the bottle and filling in the details online.