POWERADE ‘Always Forward’ campaign launches with four new TVCs

Spots feature star-athlete brand ambassadors Mitchell Starc, Billy Slater and Sam Kerr

Australia, 3 September 2018: Coca-Cola Australia has today announced the launch of a suite of new TVCs featuring some of the country’s top sports stars as part of the next phase of POWERADE’s ‘Always Forward’ campaign. The ads will run from today, and feature fast-bowler Mitchell Starc, rugby league legend Billy Slater, as well as Young Australian of the Year and Matildas soccer star forward, Sam Kerr.

Leveraging the three POWERADE brand ambassadors, the campaign aims to expand audience reach and further drive the brand’s sporting, hydration and performance credentials. The ‘Always Forward’ tagline is about demonstrating that there is no finish line when it comes to sports performance, nor POWERADE’s product formulation innovations.

Targeting consumers during active routine drinking occasions, the creative taps into a desire for an edge that improves performance. The TV spots showcase POWERADE as the best option for hydration and recovery needs to drive today’s athletes forward.

Bridget Slipper, Brand Manager Operations, said: “Our focus with Always Forward is to affirm our brand’s leadership in the sports category globally.

“We kicked off phase one in partnership with one of the biggest global sporting events – the 2018 FIFA World Cup – and now we’re collaborating with our Australian ambassadors to showcase the benefits of POWERADE for hydration, both during active sports and recovery.”

Two 15 second TVCs, featuring cricketer Mitchell Starc and recently retired NRL hero Billy Slater individually, will run from today. In October a third cut, focusing on women’s soccer star Sam Kerr, is scheduled to air alongside a 30 second edit which brings all three ambassadors together in 2019.

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

Download the first two TVCs, featuring Billy Slater and Mitchell Starc here.

Agency Credits:

·      Creative Agency: Ogilvy Sydney

·      Media Agency: UM

·      Social Agency: One Green Bean

For more information contact Red Agency with 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.