Coca-Cola’s Powerade tells the story of Nico Calabria, a one-legged young boy who plays football, in it’s new spot for the World Cup by Wieden & Kennedy.
Powerade
Powerade, the sports drink, which helps athletes avoid dehydration while training and competing, is launching a new campaign dubbed ‘Power Through,’ which comes as extension of the ‘Game Science’ marketing effort, also launched ahead of March Madness. The new round of the campaign includes a TV commercial developed by Wieden+Kennedy Portland (the spot aired yesterday, on March 4), as well as print and digital elements to arrive in the coming months. According to Ad Age, the new advertising push from Powerade, which is official sports drink of the NCAA, is highlighting the “underdogs and hard work,” and targets young athletes.
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.