MEDIA RELEASE: 23 January, 2015

Powerade
started the year with a bang this January, after a team of abseilers descended from the heights of Eden Park stadium to distribute a new limited edition flavour of the sports drink to cricket fans as part of Powerade’s latest campaign.

The new 750ml mandarin drink, Powerade Power Play, has been created to celebrate Powerade’s sponsorship of NZ Cricket and the BLACKCAPS, and features the New Zealand BLACKCAPS logo on the bottle.

Supporting the launch of the new drink are POS materials and OOH creative which feature the new Powerade Power Play drink as the hero image and four BLACKCAPS players. The launch was also supported by a thrilling activation at the 3rd ANZ ODI v Sri Lanka at Eden Park.

“The new drink honours the valuable partnership between NZ Cricket and Powerade, and is one way we can show our support for the BLACKCAPS as they enter into a significant year ahead,” says Tracey Evans, Marketing Manager Stills at Coca-Cola New Zealand.

“The campaign also strengthens a relationship that has always seemed like a natural fit for us. Powerade is the leading sports drink in New Zealand*, and the BLACKCAPS draw an avid fan base of 900,000 New Zealanders**,” adds Evans.

The activation element of the campaign involved a stunt at the New Zealand versus Sri Lanka game on January 17, where a crew of abseilers dropped down to the grand stand to distribute spot prize bottles of  Powerade Power Play  to cricket fans.

Powerade Power Play will be available for purchase wherever existing Powerade is sold; including dairies, supermarkets and petrol stations for a limited time.

“Power Play stays true to the popular taste of Powerade, and we are excited to be a part of the excitement and possibility of New Zealand cricket in 2015,” says Evans.

 

ENDS.




* Source: (1) ACN MAT August 2014 and B3 MAT August 2014

** Source Repucom / SponsorLink - NZ’s top 10 sports teams by fan avidity Respondents rate their level of interest on a scale of 1 – 5 where 1 is slightly interested and 5

 

Credit list:

·         Creative Director Geometry: Paul Doffizi

·         Art Director Geometry: Pete Wujkowski

·         Account Director Geometry: Sarah Marrs

·         Creative Director Ogilvy & Mather: Rupert Hancock

·         Account Director Ogilvy & Mather: Jennifer Forbes

·         Senior Account Manager Ogilvy & Mather: Cécile Cantin

 


For further information, please contact: Alisha Thomas

E: alisha.thomas@fcb.com or M: 021 134 2727

About The Coca-Cola Company

The Coca-Cola Company is represented in New Zealand by Coca-Cola Amatil and Coca-Cola Oceania.  Other brands supported by the Coca-Cola system in New Zealand include Diet Coke, Coke Zero, Fanta, Powerade, Powerade Zero, Sprite, Sprite Zero, Glaceau vitaminwater, Fuze Tea, Deep Spring Naturals, Schweppes, Keri juices, e2, Lift, Lift Plus, Thextons and Roses. The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages every day. For more information about our Company, please visit our website at www.coca-colajourney.co.nz.

In July 2013, we made four business commitments to help address the issue of obesity in New Zealand. One of these commitments was to help get people moving by supporting physical activity programs. The Move60 program is at the heart of this commitment by encouraging thousands of New Zealand teens to get active with bikes and a free app to motivate them to get moving. For more on our commitments and the Move60 program, visit www.coca-colajourney.co.nz.