Being one of the official sponsors of the London 2012 Olympics, Coca-Cola UK is launching a series of projects focused on sports or in some way touching on the upcoming event. Last week, the company kicked off a youth-related initiative in collaboration with StreetGames, and soon afterwards it launched a campaign to bring forth its sports drink, Powerade Zero.

The new campaign promoting the sugar-free enhanced with sodium sport drink, which was launched in the U.S. back in 2008 and came to the UK earlier this month, is featuring world and European heptathlon champion Jessica Ennis. The media push includes the whole range of promotional elements such as the television, digital and outdoor advertising.

The teaser ad was launched on the British television on October 14: the 30-second spot is encouraging the audience to proceed to the dedicated hub www.poweradegb.com, where they can find the full 4m 30sec version of the video dubbed “The Sweat Session with Jessica Ennis.” The advert was made by the creative team of the Mother agency in partnership with with Iris, Synergy and M&C Saatchi Sport & Entertainment, which also contributed to developing the project.

The spot showcases Ms Ennis and three boxers being tested during a 45-minute session of mixed fitness exercises to find out how much liquid they lose by the end of the hard training. Their body weight was measured before and after the session, and as it turned out, Jessica who drank Powerade Zero before and during the work-out was less dehydrated (which is very important for an athlete) than the other three guys.

Visitors to the website also can enter the sweepstakes for a chance to win a year’s gym membership and 52 personal training sessions by answering a simple question. They also can download the latest version of Powerade Pulse, a new application, which is able to scan a user’s playlist for the songs that really inspire him or her to train more intensely in the gym.