Coca-Cola to launch sports drink in UK

Coca-Cola is launching its Powerade drink in the UK with the tagline “Get up. Stay up. Powerade”.

The advertising by Wieden & Kennedy Amsterdam will use various forms of media including sports hall boards and television.

Coca-Cola Great Britain says it will be the company’s biggest UK launch since Diet Coke and the focus of the campaign will be endurance.

Six-sheet posters will be placed in 200 sports and leisure halls nationwide on November 17, before being rolled out to more sports locations. The creative work will be refreshed every two weeks.

The launch will be supported by washroom panels, outdoor activities and TV ads in January. UK athletes will also participate in the campaign.

Teaser postcards without the brand name have appeared, referring to “fun” challenges yet to be revealed. Marketing director Charlotte Oades says: “The approach is to do things differently and have some fun.”

The Powerade brand has been repositioned and repackaged for a European launch.

The UK sports drinks sector is worth &£47m. Lucozade Sport is market leader.

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