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Powerade loses its sweetness with a new line extension


Powerade loses its sweetness with a new line extension


Coca-Cola Australia has launched Powerade No Sugar, a new scientifically formulated sports drink containing no traces of sugar.

The launch of Powerade No Sugar is being supported by a multi-million dollar integrated marketing campaign, featuring extensive out-of-home and print advertising, mass sampling activation, sport club support, PR, POS and online activity.

Powerade is the market leader in the sports drink category and is continuing to drive innovation with the launch of Powerade No Sugar, removing one of the key barriers to consumption in the product category – sugar.

Beginning in late October, the marketing campaign will roll out nationally, targeting active males and females who are currently exercising one to two times a week, a group that accounts for more than 6.6 million Australians.

The launch will utilise a number of approaches to reach the target audience including a significant number of outdoor panels in metropolitan areas, strategically positioned near gyms and activity centres. Print advertising will feature in key lifestyle and fitness publications, reaching more than 500,000 active consumers during the launch period.

In conjunction with the advertising campaign, more than 250,000 Powerade No Sugar samples will be distributed at gyms such as Fitness First, national sporting events such as the JPMorgan Chase Corporate Challenge and Melbourne Marathon and outdoor training locations.

Following the launch of the Powerade Performance System in early 2008 Powerade currently holds a 51% share of the sports drink category.

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