MEDIA RELEASE: 20 May, 2014

Leading sports brand Powerade is kicking off its latest campaign, born from the new brand slogan “Performance Is Everything”, with the launch of a new TVC featuring the All Blacks performing at their best in their famous black jersey.

The TVC features Liam Messam, Beauden Barrett and Julian Savea as they battle through tough wet weather conditions to score a winning try, with the voiceover, “water has its place on the sports field, but when it comes to performing at your peak you need fuel for your muscles. Powerade has the combination of carbohydrates and electrolytes to help you go stronger for longer.”

The TVC is the first of several new initiatives launching in 2014, including a new look and feel Powerade website and a brand new Powerade app that will allow sports-minded people to set fitness goals, receive training programmes, track their performance and map runs.

“Powerade is currently New Zealand’s number one sports drink, significantly ahead of its closest competition in both sales and consumer preference,” says Tracey Evans, Powerade Marketing Manager.

“We wanted the latest campaign to reflect this positioning as we move into a space that helps sportspeople, gym-goers and exercise-lovers achieve tangible fitness results by providing an abundance of practical tools and activities that can boost their performance.”

In addition to the new app and website, Powerade is announcing the return of the Powerade Challenge, a running event featuring Powerade wristbands that monitor and track participants’ progress, giving them tailored, personal results.

The event will be returning to Auckland and Wellington, and will debut in Christchurch this year, inviting Cantabrians to join in the fun.

To invest in the futures of promising up and coming athletes, Powerade will also be hosting the first Breakthrough Academy in Auckland this year, which will give a selection of rising sports stars the opportunity to receive mentorship and encouragement from New Zealand’s leading sports performers.

“We are proud to support several of the nation’s leading athletes, and want to further this by investing in future sports stars from a young age, so we are doing our bit to give young talented kiwis the best career start possible,” says Evans.

The activity supports four business commitments made by Coca-Cola in July of last year 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.

Evans adds, “We are looking forward to watching 2014 unfold, and we believe it will make a difference to the lives of so many New Zealanders as more people become engaged in the efforts to actively improve their performance.”

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For further information, please contact: Alisha Thomas
E: 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

In July 2013, we made four business commitments to help to 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