Coca-Cola's Powerade Extends World Cup Alliance With Hispanic Push

Memo for Powerade: "The ultimate resource. It is not a kick. It is me."May 17, 2010: Coca-Cola sports drink brand Powerade is continuing its push to be relevant during the World Cup while also reaching out to Hispanic consumers with its first campaign targeting the growing demographic. Powerade also said it would continue to address Latino customers this year with "extensions into baseball featuring prominent Hispanic athletes."

The effort will star Guillermo "Memo" Ochoa, goalkeeper for the Mexican National Team, who will tout Powerade's status as “chosen by FIFA to hydrate 2010 FIFA World Cup players.” Coca-Cola is one of six companies designated by FIFA as "official partners," along with adidas, Emirates, Hyundai, Sony and Visa.

Powerade last month unveiled its global World Cup campaign, "Keep playing, and in February launched a marketing effort in the U.K. with England National Team star Wayne Rooney.

Lead agency for the Hispanic push is Madre, Buenos Aires, a division of Powerade's global lead agency, Mother, New York. Ammirati, New York, is Powerade's domestic lead agency. Spend was not revealed; Coke spent about $9 million in advertising behind Powerade in 2009, per Kantar Media, New York.

Coke's Powerade push comes as rival PepsiCo has put major efforts to support the relaunch of Gatorade as its G Series.

“The Powerade Latino campaign is part of our broader FIFA World Cup activation this year, reaching more consumers and refreshing them on and off the field with our brands,” Jose Serafin, senior brand manager, Hispanic marketing, Coca-Cola North America, said in a statement. “The Powerade Latino campaign is a great way to celebrate our brand’s strong relationship with the U.S. Hispanic community, and maximize our partnership with the FIFA World Cup, the most popular sporting event in the world."

The Spanish-language advertising campaign will launch June 1 in U.S. cities with major Hispanic markets. Three 30-second TV spots featuring Ochoa will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11. Support includes print, out-of-home, online, in-store and product packaging.

Memo ad: "Three posts and one wal."In addition, Memo is featured in a mini-documentary for the campaign in which he is "thrust into a grueling training scenario defending two goals simultaneously [that] dramatizes intense workout situations which require athletes to replenish themselves with the four essential electrolytes found in Powerade ION4 to remain at the top of their game," according to the brand.

“Memo is a great partner and a tremendous athlete,” Frank Bracken, brand director, Powerade, said in a statement. “He embodies the Powerade brand personality; bold, confident and independent. We’ll be pulling for him in the World Cup.”

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