Coca-Cola Ireland - Never give up

Agency name: Cybercom
Client name: Coca-Cola Ireland
Category: Digital communication

BACKGROUND

During 2007, the ‘Never Give Up’ campaign delivered an impressive 42.5% increase in sales. Building on the success of this, Powerade sought to maintain and strengthen the brand message of Never Give Up with the consumer in 2008. The challenge was to bring the campaign to life again in a fresh manner, showcasing and reinforcing the adaptability of the brand message that connects with all sports drink consumers.

The objective of this campaign was to increase brand awareness and brand affinity and to increase market share and sales of Powerade across ROI and NI markets through an digitally led, interactive fully integrated campaign.

Powerade needed to continue to maintain its challenger approach against the market leader Lucozade with 51% market share. At 27.5% market share Powerade needed to maintain market growth in 2008.