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Powerade Launches Global Campaign with Gymnast Simone Biles
Powerade, a sports beverage owned by Coca-Cola, has recently launched a worldwide campaign with gymnast Simone Biles. The campaign aims to promote the mental and physical well-being of athletes, especially with the upcoming 2024 Summer Olympics in Paris.
A key component of the campaign is an emotional hero spot called "The Vault," which draws inspiration from Biles and the high expectations that professional athletes face. Other creative content will showcase Team Powerade athletes who also embody the campaign's focus on well-being.
The campaign, developed by WPP Open X under the leadership of Ogilvy, will be launched in 30 markets and will include a variety of platforms such as social media, television, on-site activations, field-of-play presence, and more. Additionally, the brand will be unveiling a new Powerade Gold beverage and offering a unique Olympic Village experience.
Powerade's Latest Campaign to Promote Mental and Physical Well-being
Powerade is continuing the conversation around mental and physical well-being with its newest campaign, building on Coca-Cola's long-standing partnership with the Olympic games. This integrated effort is the next phase of Powerade's "Pause is Power" platform, introduced in 2022 to emphasize the advantages of taking intentional breaks to return stronger.
Central to the campaign is a hero spot featuring Biles in a video called “The Vault.” In the video, she is shown getting ready to practice her sport while surrounded by media chatter. Taking a deep breath, Biles blocks out the distractions and starts her routine. The video captures her performing a slow-motion flip with a voice-over praising her skills, then transitioning to her own voice. Biles reflects on her decision to step back from the women's team final at the Tokyo games, emphasizing the importance of taking a break. She motivates herself by saying, “do it for the little girl,” as the camera shows a young child in the audience watching her.
The effort was led by director Kim Gehrig from Somesuch, who won the 2023 Emmy Award for outstanding commercial. The campaign was created by WPP Open X, with support from EssenceMediacom, David Miami, VML, AlterEko, and Form&Fun.
The upcoming creative will feature Team Powerade athletes, who are also part of Team Coca-Cola's international roster. Each athlete has a unique story of overcoming challenges and coming back stronger, including Olympians Mathilde Gros, Harrie Lavreysen, and Tyler Wright. These stories will be shared globally through vignettes on social media, digital platforms, out-of-home displays, and broadcast channels.
Powerade's emotional campaign aims to strengthen its brand loyalty in the competitive sports drink market. By 2030, the market is projected to reach $32.89 billion, up from $22.71 billion in 2022. As part of this initiative, Powerade is introducing Powerade Gold, a new beverage tailored for the Paris Olympic and Paralympic Games. This unique flavor combines golden fruits to provide a revitalizing and delicious taste.
In addition to the new product launch, Powerade will partner with the International Olympic Committee (IOC) to create a customized Olympic Village experience. This immersive setting will focus on physical recovery, relaxation, and innovative virtual visualization techniques. It will also serve as a platform for open discussions on mental health.
Other brands are also taking advantage of the buzz surrounding the recent Olympics. Nike is using the Summer Olympics to showcase its new marketing strategy which focuses on bold and distinctive branding. Puma is emphasizing sport performance with its first global campaign in ten years, including special creative for the Summer Olympics. Athleta will be extending its "Find Your Movement" campaign, featuring Biles, to coincide with the sporting event. Additionally, Michelob Ultra, a brand under Anheuser-Busch InBev, will be the exclusive beer sponsor for Team USA.
Editor's P/S:
Powerade's latest campaign featuring Simone Biles is a powerful and inspiring portrayal of the mental and physical challenges faced by athletes. The "Pause is Power" platform emphasizes the importance of taking breaks and prioritizing well-being, particularly in the demanding environment of professional sports. Biles's personal story of resilience and strength serves as a source of motivation for both athletes and everyday individuals.
The integrated nature of the campaign, spanning multiple platforms and including innovative activations like the Olympic Village experience, allows Powerade to connect with a wide audience and reinforce its commitment to supporting athletes' physical and mental health. The brand's focus on well-being aligns with the growing awareness of mental health issues in society, demonstrating Powerade's understanding of the evolving needs of its consumer base.
