The Coca-Cola brand has established itself around the world as the largest beverage company. Coca-Cola was founded in 1886 at Jacobs’ Pharmacy. Coca-Cola has gone from serving only 9 drinks a day to more than 1.7 billion beverage servings (Coca-Cola website). Coke began creating many new beverages including Sprite, Fanta, and Dasani water.
Almost an entire century later, Powerade was developed in 1988. Powerade was developed in order to compete with Gatorade. Even though Coca-Cola is such a successful company, as of December 2010, Gatorade still head over 75% of the sports drink market.
Powerade has become the Official Sports Drink of the Olympics and uses this to market their product.
In July of 2001, Powerade launched a new formula including more B vitamins. Powerade Option, a lower calorie sports drink, debuted in 2002. In 2008, Powerade unveiled the Powerade Zero, a zero calorie sports drink.
As the Official Sports Drink sponsor of 2008 Beijing Olympics, Powerade launched the “Innergear” campaign. In this campaign, athletes were photographed in the nude playing each of their respective sports. The thought behind the campaign was that no matter how sophisticated the outergear for athletes was, the “inner gear” is what really matters. What athletes are putting into their bodies is very important for performance. The photographs were tastefully taken and are viewed as a piece of art. This campaign won the Hollis award as well as the MCAA ‘Best Communication Campaign featuring Sponsorship’.
For the London 2012 Olympics, Powerade introduced the “Power Through” campaign. This was not only an advertisement campaign, but an integrated marketing campaign. This campaign would reach 35 markets with an inspirational story. The advertisements would be featured on television, out-of-home and print, digital experiences, and in-store merchandise.
Powerade even featured a give-away for athletes to be “Trained Like an Olympic Athlete” at the Powerade Sports Academy. The academy would feature skills from five of the olympic sports, inspirational lectures, tips, and meals designed by a nutritionist.
Powerade provided product on the field of play for the 2012 London Olympics, as well as the Powerade Hydration Center. Athletes could customize sports bottles, order hydration powder, and receive hydration tips.