Coca‑Cola Australia launches POWERADE Active Water: A new sports drink innovation for sugar free hydration
14-07-2019
Australia Monday 15 July, 2019: Coca‑Cola Australia has today announced the launch of a new product in the sports drink category, POWERADE Active Water. Scientifically formulated with POWERADE’s ION4 electrolyte system, the latest innovation is sugar free and designed to provide hydration before, during and after all exercise.
Designed for active people of all ages, the new drink is formulated with sodium, potassium, calcium and magnesium to replace electrolytes lost during sweat, B vitamins for energy and natural flavours for taste.
NSW Institute of Sport Principal Scientist, Dr Kenneth Graham, said that staying hydrated during and after exercise is important to help people get the most out of training.
“Powerade Active Water is a good option for people who are looking for drinks that are sugar free but also contain electrolytes to support hydration,” he said.
Kate Miller, Brand Director, Stills & Emerging Brands, at Coca‑Cola South Pacific, said the new POWERADE Active Water product range has been introduced to meet consumer needs in the sports drink portfolio.
“POWERADE Active Water provides a sugar-free alternative to tick all those boxes for gym goers, people who play sports or those simply being active,” she said.
The new product launch will be supported by an integrated marketing campaign, spanning PR, out of home, digital and social media, sampling and POS. The campaign will also leverage fitness partners and ‘fitfluencers’ to amplify the message.
POWERADE Active Water comes in three flavours, Peach & Apple, Mango and Lemon and will be available nationwide in a 600ml bottle from July 2019.
For more information, please contact Red Havas at the details in this pdf.
Agency Credits:
- UM: Lead agency
- Ogilvy: Creative
- OGB: Social Media
- Co-maker: Influencers
- Maverick: Sampling
- Pulse: PR
- Ben Cole: Photography
About Coca‑Cola South Pacific: The Coca‑Cola Company (NYSE: KO) is a total beverage company, offering over 500 brands in more than 200 countries. Our portfolio in Australia includes Coca‑Cola, Coca‑Cola No Sugar, Fanta, Sprite, Powerade and others. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. Together with our bottling partner we have made a commitment to reduce sugar across our portfolio by 10% by 2020, as well an industry-wide pledge to reduce sugar across the industry by 20% by 2025. We’re also working to reduce our environmental impact by replenishing water and promoting recycling. With our bottling partners, The Coca‑Cola Company employs more than 700,000 people, bringing economic opportunity to local communities worldwide. Coca‑Cola Amatil (Aust) Pty Ltd is the authorised bottler and distributor of The Coca‑Cola Company’s beverage brands in Australia. Coca‑Cola South Pacific Pty Ltd is an indirect wholly owned subsidiary of The Coca‑Cola Company and provides marketing, technical and quality services to The Coca‑Cola Company in Australia. Learn more at www.coca-colajourney.com.au and follow us on Twitter, Instagram, Facebook and LinkedIn.
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