POWERADE launches ‘Always Forward’ TVC to announce partnership with 2018 FIFA World Cup™


Australia, 15 May 2018: Coca‑Cola South Pacific has today announced details for the first phase of POWERADE’s new campaign as an official partner of the 2018 FIFA World Cup™. The ‘Always Forward’ campaign is running from now until July, with various elements launching throughout the period. 

The 2018 FIFA World Cup was identified as the perfect partner for POWERADEwith research highlighting soccer as the number one passion point among its core audience of young and active males. Soccer is also the biggest club sport in Australia with 88 per cent of the population participating in soccer regularly and 68 per cent watching sport on TV almost always.

The campaign has been launched with a national TVC announcing the partnership. Aiming to leverage World Cup excitement and deliver customer growth opportunities, it portrays the evolution of soccer, from training through to the skills and the kits, and mirrors this in the evolution of POWERADE. 

Andrew Tilley, Brand Manager, POWERADE said: “Partnering with one of the biggest sporting events in the world, the 2018 FIFA World Cup, is a hugely exciting move for POWERADE. It’s a fantastic opportunity to participate in an event which the eyes of the world will be on. We know Aussies will be firmly behind in supporting Socceroos as they go for glory in Russia.

“The FIFA World Cup is a truly global consumption occasion and a huge driver of incremental sales. We look forward to announcing more details of the partnership soon.”

The TVC is part of an integrated marketing campaign, with details of phase two due to launch in the coming weeks.

The POWERADE ION4 range helps to replace a range of the electrolytes lost through sweat: sodium, potassium, calcium and magnesium.


Agency Credits:

  • Gemba Agency
  • Ogilvy Sydney
  • Universal Mcann

For more information contact Red Agency at the details in this PDF.

About The Coca‑Cola Company 
The Coca‑Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands and more than 3,800 beverage choices. Led by Coca‑Cola, one of the world's most valuable and recognizable brands, our company’s portfolio features 20 billion-dollar brands, 18 of which are available in reduced-, low- or no-calorie options. Our billion-dollar brands include Diet Coke, Coca‑Cola Zero, Fanta, Sprite, Dasani, vitaminwater, Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold Peak. Through the world's largest beverage distribution system, we are the No. 1 provider of both sparkling and still beverages.  More than 1.9 billion servings of our beverages are enjoyed by consumers in more than 200 countries each day. With an enduring commitment to building sustainable communities, our company is focused on initiatives that reduce our environmental footprint, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca‑Cola Journey at www.coca-colajourney.com.au, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca‑Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.

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