Powerade campaign promotes paralympian athlete tie-in
Powerade has begun a campaign to highlight its partnership with ParalympicsGB athlete and marathon world record holder Richard Whitehead.
As well as promoting its support for the London 2012 Olympic and Paralympic Games. the campaign also promotes the new sports drink formula ION4, with athletes from Team TB and ParalympicsGM.
The new TV spot, which will also be available to view on the PoweradeGB website, was created by Mother London and directed by Tomas Leach, and will be supported by a print campaign, managed by Vizeum UK.
George Wheen, brand director, Sports and Energy, Coca-Cola North West Europe and Nordics, commented: “The Paralympic Games is one of the biggest celebrations in world sport and we are very proud to be an official partner at London 2012. It’s really important between now and then we do everything we can to raise awareness and excitement about the Paralympic Games, and signing Richard, a Paralympian, will help us to do just that.”