Powerade: Keep Playing

Powerade, the sports drink owned by Coca-Cola, the drinks group, needed a unified global positioning to reflect the fact that it was being sold in 80 countries.

Powerade: Keep Playing

Powerade is the leading sports drink of The Coca-Cola Company. Launched in the United States in 1992, Powerade is now sold in 80 countries. Powerade is the fastest growing major sports drink brand globally, and is one of fourteen, billion dollar brands from The Coca-Cola Company.

Powerade is an example of a brand that grew successfully over the past 10 years with locally developed positionings and communications. However, with the pressure to increase efficiency/productivity/profitability, and with the increasing association of Powerade with high-profile international sporting events such as the Olympics and FIFA World Cup, the establishment of...

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