The campaign, created by Wieden & Kennedy Amsterdam, aims to bring the brand into the mainstream. It has previously been aimed at sportsmen.
It will be Powerade's first terrestrial TV appearance and coincides with the brand's 'challenge' to Liverpool and England midfielder Steven Gerrard.
Gerrard, who is one of five athletes sponsored by Powerade, will be put through a series of tests designed to simulate the high humidity of Japan during this summer's World Cup.
Coca-Cola's initiative comes as Zenith International publishes its annual report on the sports drink market, showing another year of strong growth.
In 2001 the market value grew by 8% to £755m (AC Nielsen).
Red Bull continues to dominate the market with £149.2m in sales (up 2%).
Lucozade's Energy and Sport variants also turned in a strong performance with £100.7m (up 8%) and £39.5m (up 16%) respectively.
Powerade, which launched at the end of 2001, had a sales value of £2.5m for the year, becoming the seventh biggest brand. Coca-Cola claims it now has a 15% market share.
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