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Coca‑Cola brand Powerade launches Olympic Games Paris 2024 global campaign
Powerade, a Coca‑Cola Company brand, has announced a game-changing Olympic Games Paris 2024 global campaign.
Building on The Coca‑Cola Company’s nearly 100 years of partnership with the Olympic Games, the campaign kicks off with a new creative campaign featuring U.S. Olympic hopeful Simone Biles and other athletes competing in Paris 2024.
Rooted in Powerade’s ambition of supporting athlete's mental and physical wellbeing, the integrated global campaign will launch in 30 markets inclusive of social and TV, with on-site experiential activations, limited-time product innovations, field-of-play presence, and more during the Olympic Games.
"The Vault” hero creative spot is inspired by Biles and recognizes the human experience of navigating life's challenges and triumphs. The campaign takes viewers on an emotional journey alongside Biles as she embraces the challenges and expectations of being a professional athlete.
Matrona Filippou, President, Global Category – Hydration, Sports, Coffee & Tea: “Our inspiration for this new campaign is rooted in the very real, very human experience of learning to navigate the setbacks and successes of life. Powerade has always been committed to empowering athletes and we are thrilled to be partnering once again with Simone Biles, someone who has been transparent about how taking a pause is not an act of weakness, but rather an act of courage and power. We’re excited to bring this mindset to the Olympic Games and continue supporting athletes in the pursuit of balancing mental and physical fitness.”
“The Vault” hero creative spot follows Biles preparing to practice a vault amidst a backdrop of media commentary. Tuning out the noise, Biles begins her routine. As she flips in slow-motion, the voiceover shifts from commentary about her athletic performance to Biles’ own voice, reflecting on her decision to ‘take a pause’ against scenes from the personal moments in life that matter most. The film culminates with Biles reminding herself to ‘do it for the little girl,’ landing as a young admirer looks on from the stands, inspired by Biles’ determination.
Alongside Biles, there will also be new creative featuring Team Powerade athletes that help comprise Team Coca‑Cola, a roster of dozens of international athletes who represent the embodiment of strength, resilience and dedication. Each Powerade athlete brings a unique perspective and story, sharing their own stories of times they’ve taken a pause to come back stronger. Team Powerade includes: Alberto Abarza (Paralympian, Chile, Para Swimming), Simone Biles (Olympian, United States, Gymnastics), CJ Bott (Olympian, New Zealand, Football), Mathilde Gros (Olympian, France, Track Cycling), Harrie Lavreysen (Olympian, Netherlands, Cycling), Linda Motlhalo (Olympian, South Africa, Football), Emma Twigg (Olympian, New Zealand, Rowing), Lydia Williams (Olympian, Australia, Football) Tyler Wright (Olympian, Australia, Surfing).
This year, Powerade will create a bespoke Olympic Village experience enabling athletes to prepare mentally and physically for competition and life following the Olympic Games. Developed in collaboration with the IOC, the experience will provide an environment for respite, physical recovery, innovative virtual visualization practices, and safe spaces for conversations around mental health.
Powerade will also introduce Powerade Gold, a product specially designed for the Olympic and Paralympic Games Paris 2024. Offering a new flavor and unique blend of golden fruits, Powerade Gold delivers a refreshing and energizing taste to fuel and hydrate athletes as they strive for their own golden moments, whether at the Olympic and Paralympic Games Paris 2024 or beyond.
This campaign is the latest evolution of Powerade’s “Pause is Power” platform, which debuted in 2022 and continues to champion the benefits of taking proactive and deliberate pauses when needed in order to come back stronger than before. As Powerade continues to champion mental and physical wellbeing as part of this platform, the brand is committed to developing new initiatives that better empower and support athletes. Athlete’s stories will appear in vignettes rolled out globally across social, digital, OOH and broadcast channels, emphasizing the strength and power that can be found in moments of pause.
The creative was directed by Somesuch director Kim Gehrig, who received the 2023 Emmy Award for outstanding commercial. The campaign was created by WPP Open X, led by Ogilvy and supported by EssenceMediacom, DAVID Miami, and VML, along with AlterEko and Form&Fun.
