Powerade, the brand owned by Coca-Cola, has launched a new campaign featuring UK paralympic athlete Richard Whitehead to promote the improved formula of its ION4. The campaign is part of the bigger advertising platform taglined ‘Keep on Sweating’ that showcases the famous athletes.

Image: www.marketingmagazine.co.uk

The latest 30-second video was produced by Mother, that debuted on British TV on February 15 during UEFA Champions League matches. Furthermore, the campaign will be launched in print media and online.

The main idea behind the campaign is that the new Powerade features an improved formula enriched with minerals. During the training sessions, minerals are removed with sweat. However, by drinking Powerade, the consumer may replenish the physiologically required level of minerals. So, the brand encourages consumers to ‘Keep on Sweating’.

The ad shows runner Whitehead alongside swimmer David Davies and heptathlete Jessica Ennis putting Powerade ION4 to the test while training in a special ‘sweat circuit’. This is the first TV spot featuring a Paralympic athletes to ever appear on British TV.

George Wheen, brand director, sports and energy, Coca-Cola North West Europe and Nordics, said: «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.»

Powerade ION4 is the official sports drink of British teams during Olympic and Paralympic Games to be held in London in 2012.