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April 11, 2010
COCA-COLA LAUNCHES POWERADE GLOBAL MARKETING CAMPAIGN VIA 2010 FIFA WORLD CUP
The Coca-Cola Company has had a formal association with Fédération Internationale de Football Association (FIFA) since 1974 and an official sponsorship of FIFA World Cup that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950.
Powerade is a brand of The Coca-Cola Company. The Powerade brand will be part of the Company's overall sponsorship marketing activation around the FIFA World Cup.
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 the presence of Powerade on the pitch during the 2010 FIFA World Cup South Africa.
FIFA has officially designated Powerade as "Chosen by FIFA to Hydrate 2010 FIFA World Cup Players."
"The campaign theme KEEP PLAYING alludes to the insight that passionate sports players love the game of football and never want a great game to end," says Coca-Cola. "When the world's top footballers compete for the sport's ultimate prize during the 2010 FIFA World Cup, they will be able to reach for a Powerade to hydrate."
"FIFA only chooses the best technical partners to work with and we are delighted to be able to offer all players Powerade during the 2010 FIFA World Cup tournament," said Professor Jiri Dvorak, FIFA Chief Medical Officer. "Players know they have to stay hydrated at all times and the effective hydration and energy Powerade gives them will help them perform at their best and hopefully go a long way to achieving an exciting and competitive tournament for all the countries involved."
During the month long tournament Powerade will be pitch side at all 10 venues, hydrating 736 players from 32 countries before, during and after all 64 games, from the opening game between South Africa and Mexico on June 11, all the way through to the Final in Johannesburg on July 10, 2010.
According to Coca-Cola, as little as 2 percent dehydration can seriously affect a player's performance. Powerade, when consumed throughout extended exercise, is designed to provide effective hydration and maintain performance by helping to replace essential fluids, carbohydrates and body salts lost during such exercise.
• Brand Name: POWERADE
• Drink Type: Sports Drink
• POWERADE: POWERADE combines carbohydrates with fluids for energy and hydration. It quenches thirst and replenishes minerals and carbohydrates lost during sports or other intense activities.
• Available in the following flavors: Apple, Berry, Berry Fruit Punch, Blackberry Raspberry, Blackcurrant, Cherry, Cherry Lime, Citrus Blend, Fruit Punch, Grape, Grape Strawberry, Grapefruit, Grapefruit Lemon, Grapefruit Passionfruit, Kiwi, Kiwi Watermelon, Lemon, Lemon Lime, Lemon Strawberry, Lime, Mandarin Orange, Mango, Mango Orange, Orange, Orange Tangerine, Passionfruit, Peach, Strawberry and Tangerine.
• Available in the following locations: American Samoa, Argentina, Australia, Austria, Barbados, Belarus, Bermuda, Botswana, British Virgin Islands, Canada, Cayman Islands, Chile, Colombia, Costa Rica, Croatia, Curacao, Cyprus, Czech Republic, Denmark, Ecuador, El Salvador, Estonia, Fiji, Finland, France, French Polynesia, Germany, Great Britain, Greece, Guam, Guatemala, Honduras, Hong Kong, Hungary, Iceland, Indonesia, Italy, Jamaica, Japan, Latvia, Lesotho, Lithuania, Malta, Mariana Islands, Mexico, Namibia, Nauru, New Caledonia, New Zealand, Nicaragua, Northern Ireland, Norway, Papua New Guinea, Peru, Philippines, Poland, Portugal, Puerto Rico, Republic of Ireland, Republic of Korea, Russia, Samoa, Slovakia, Slovenia, South Africa, Spain, Suriname, Swaziland, Sweden, Switzerland, Trinidad & Tobago, Turkey, Turks & Caicos Islands, U.S. Virgin Islands, United States, Vanuatu and Venezuela.
Source: The Coca-Cola Company Headquarters, Atlanta
|GlobalGiants.Com|
"Powerade global marketing would make no sense to the audiences in the countries where Powerade is not sold.
But Coca-Cola's supplementary advertising at 2010 FIFA World Cup would be understood by all."
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Edited & Posted by the Editor | 8:10 AM | Link to this Post
