Coca-Cola is to launch the new zero calorie Powerade drink with a marketing campaign fronted by athlete Jessica Ennis.
World and European Heptathlon Champion Ennis will be the face of Powerade Zero and front an integrated advertising campaign including television, outdoor and digital activity after signing to the brand in May.
Coca-Cola claims that Powerade Zero is the “first ever zero sugar, calorie free fitness drink” and developed with sports scientists for use by the members of Team GB.
The campaign, created by Mother, features Ennis boxing to highlight the need for hydration during exercise.
A 30-second ad will break today (14 October) inviting viewers to watch a four-minute film version online at http://www.poweradegb.com.
The outdoor campaign will show images from the ad.
Powerade is also running a promotion across the dedicated microsite for consumers to win a year’s gym membership and 52 personal training sessions.
Earlier this year, Wayne Rooney starred in an ad campaign for Powerade. The footballer has since become embroiled in scandal following tabloid allegations that he had sex with a prostitute while his wife Coleen was pregnant.
Earlier this month Coca Cola dropped Rooney from a promotional campaign for its Coke Zero brand after concluding his presence would not be “appropriate”.