Ergo has been appointed to broaden the brand's appeal by developing a positioning that will be relevant across Europe. It will be Powerade's first extension activity after successful initiatives in the US, Mexico and Australia.
The rehydration drink targets sports enthusiasts in their late-teens to early-20s, but Ergo will investigate the extension of this consumer base in Europe.
Communications for Powerade will focus on the Athens Olympics as part of a major marketing campaign. It is the official sports drink for the Olympics and Euro 2004.
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