Powerade encourages athletes to 'keep playing'

ATLANTA In the brand’s first-ever global integrated marketing campaign, Powerade will give athletes the inspiration and ability to “Keep Playing,” through a comprehensive campaign highlighted by an online experience and the presence of Powerade at the 2010 FIFA World Cup.

Powerade, which has been selected as the hydrating beverage for the teams participating in this year's World Cup, will be featured in a specially designed bottle and launch a global marketing campaign in line with the upcoming event. Additionally, Powerade has launched a video on YouTube, depicting the effects sports (particularly, soccer) have on the human body and how Powerade delivers nutrients to enhance a player's performance.

Powerade is a brand of Coca-Cola, a FIFA Partner and one of the longest-standing corporate partners of FIFA with a formal association since 1974. The Powerade brand will be part of the company’s overall sponsorship marketing activation around the FIFA World Cup.

“We are delighted that FIFA has chosen Powerade to hydrate the world’s best footballers during the FIFA World Cup,” said Mark Greatrex SVP, still beverages, Coca-Cola. “The FIFA World Cup is the biggest sporting event in 2010 and an incredible platform for us to showcase the brand to a worldwide audience. This is a major milestone for the Powerade brand and an indication of the importance of the sports drink category in our portfolio of beverages.”