Powerade - change of direction

Our challenge was to reposition a global brand for a European audience.
We knew the current advertising and communications approach (serious, hard, sweaty exercise) wasn’t working. It was alienating the everyday athlete.
We had to put the play back into playing sport.
Our work fundamentally repositioned the Powerade brand. It drove a new overarching creative idea, tone of voice and visual identity for Western European markets. But what’s more, it became a catalyst to a fundamental product reformulation to ensure the product could live up to our new mantra: Keep Playing.