Powerade ‘Never Give Up’
Our role
To deliver a deeper, more engaging conversation to our target audience leveraging our key brand asset, Paul O’Connell, as coach and mentor to everyday sports people. A brand website was developed and adapted each year to tell a new ‘Never Give Up’ story.
Challenge
To turn the tide for Powerade and deliver a real increase in product sales. The brand was experiencing a decline in market share (19.4% 2006 vs. 19.8% 2005) and its position as the 2nd place sports drink was under threat. In 2006, 1 in 5 weekly drinkers of Powerade were drinking Lucozade Sport daily. Powerade wanted to change the rules of the category and reposition itself as a challenger brand and clearly differentiate itself from their competitors.
Solution
The core creative idea was that Powerade champions the challenger spirit in us all. Digital was positioned at the heart of the campaign, leveraging TV, radio, outdoor and point of sale as ‘drive to site’ media. ‘Never Give Up’ was the creative expression.
The role of digital was to:
- Inspire consumers through the real consumer stories, starting with Will Cullen and a viral video which featured Paul O’Connell in 2007, GAA team Munster and Connacht in 2008 and the Alpine Marathon challenge in 2009.
- Motivate consumers to take up their own personal challenges through the use of downloadable training and nutrition guides.
- Educate consumers on the key brand benefit of Powerade pre-hydration
A brand website was developed and adapted each year to tell a new ‘Never Give Up’ story. The website received 120,000 site visits over the three years. A personalised video message from Paul O’Connell delivered significant viral success (30,000 viral creations.) Social media community development began on Bebo and moved to Facebook in 2009, supported by communities on YouTube and Flickr. Over 120,000 social brand experiences were recorded over three years.
Target Group
16-29 year old males who are passionate about sport.
Highlights / Awards
- Unprecedented YOY sales growth of 42.
- Growth four times faster than the category
- The fastest growing sports drink in the market
- Consolidated number 2 position in the market
- Best Digital Campaign (Gold), Digital Media Awards 2008 & 2009
- Best Online Campaign (Silver), Digital Media Awards 2010
- Best in Social Media (Silver), Digital Media Awards 2010
- Best Long Term Promotional Campaign (Gold), APMC Awards 2010
- Gold Award, IMC European Awards 2009
- Best Long Term Promotional Campaign (Gold), APMC Awards 2009
- FMCG Campaign (Gold) 2009, An Post DM Awards 2009
- Best Non-Alcoholic Beverage (Gold), APMC Awards 2008 & 2009
- Best Use of Digital Media(Gold), APMC Awards 2008
- Best in Show Grand Prix (Gold), APMC Awards 2008
- Best Digital Communications Programme in the World, MAA Globes 2008
- Best in Show Award (Still Beverages), Coca-Cola Worldwide Marketing Excellence Awards 2008
- Best Marketing Communication Campaign (Active Lifestyle), Coca-Cola Worldwide Marketing Excellence Awards 2008
