Powerade is launching an on-pack promotion, giving away a Powerade Olympic Games Sports Bottle free with every purchase, supported by a TV campaign created by Mother.
Outdoor and POS will also support the campaign for the brand responsible for hydrating athletes at the London 2012 Olympic and Paralympic Games, with a series of 96, 48 and 6 sheet outdoor creative to be rolled out.
The campaign by Mother is to launch on Monday 19 March, featuring Olympic athlete Jessica Ennis and Paralympian Richard Whitehead hydrating with Powerade.
Zoe Howorth, market activation director for Coca-Cola Great Britain, said: "2012 is an exciting year for Powerade, as we gear up to hydrate athletes during the London 2012 Olympic and Paralympic Games. We’re delighted to be giving our consumers the opportunity to stay hydrated as they exercise through this most significant year and share a piece of sporting history by claiming their Olympic Games Sports Bottle.”