Powerade has launched its first-ever global integrated marketing campaign – ‘Keep Playing’, in the build up to the FIFA World Cup this summer.

The campaign is predominantly based online and will look to highlight the presence of Powerade on the pitch during the tournament in South Africa as FIFA’s official hydration partner.

The digital film hosted on www.youtube.com/powerade, showcases a ‘never-ending’ football game played around the world and allows a viewer to click on certain frames for a ‘deep-dive’ look at what is happening inside the minds and bodies of the characters.

Powerade is a brand of The Coca-Cola Company, a FIFA Partner since 1974.

The Powerade brand will be part of the Company’s overall sponsorship marketing activation around the FIFA World Cup.

Along with the FIFA World Cup logo, the designation will feature prominently in all brand channels, including packaging, point of sale materials and 2010 FIFA World Cup merchandise and signage.

Global marketing efforts for the Powerade brand will be activated in its top 20 markets accounting for 95 percent of the brand’s volume, before and during the tournament.

Source: Sport Industry Group

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