The Powerade campaign has already won the highly regarded MCCA Best Awards for ‘Best Communication Campaign featuring Sponsorship’, and is also shortlisted for the Sport Industry Awards in 2009.
Entered on behalf of Powerade by its sponsorship agency Synergy, the integrated campaign featured striking photography of Team GB athletes, including Olympic Gold medallist Rebecca Romero and Olympic silver medallist Phillips Idowu, showcasing their individual sports and the makeup of their athletic bodies, ‘naked’.
The athletes were chosen as a showcase of the diversity of talent in Team GB at the Beijing 2008 Olympic Games. The essence of the Powerade InnerGear concept illustrates that what athletes put inside their bodies and how they prepare – their ‘InnerGear’ – is just as important as their outer gear (sports kit).
Powerade was praised by the judges for the impact that the innovative campaign had on the brand, with market share in the sector reaching its highest-ever levels.
Beth Allen, senior brand manager for Powerade, said: “Getting such a great endorsement from the industry for our work is a tribute to the team. Everyone is used to seeing athletes in competition or winning. We wanted to give the consumer the chance to see the real makeup of an athlete, celebrating the body and spirit and the hard work that goes into training for all athletes, whatever your level. The shots looked fantastic and are a testament to the photographer and the athletes.”
Tim Crow, CEO of Synergy, said: “We’re naturally really pleased for the Powerade team, and very proud that this campaign has been further recognised following the MCCA award earlier this month.”
Source: Coca-Cola Great Britain
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