Coke-Cola reformulates Powerade for big market push

Coca-Cola South Pacific has announced the launch of Powerade ION4, the biggest reformulation of Powerade since 2006, seeking to capitalise on the accelerated growth of the sports drinks category over the last two years. 

The new formula is said to contain 95 per cent more electrolytes to help replace four of the electrolytes lost through sweat – sodium, potassium, calcium and magnesium. 

The launch follows hot on the heels of Footy Finals weekend, fronted by NRL star performers Billy Slater, face of the launch TVC, and Greg Inglis, face of the out of home advertising. The campaign will continue through strategic associations with key sporting events in cricket and basketball, with further activity planned ahead of the Olympics in August 2016. 

Tracey Evans, Group Marketing Manager Hydration, said: "In the booming sports drink category what has become apparent is that innovation and exclusive partnerships are driving transactions. 

"Powerade ION4 is an evolution of the sports category, reinforcing product efficiency and sporting credentials through a new formulation containing 95 per cent more electrolytes that help replace four of the electrolytes lost in sweat. Following successful trials, where these claims drove a huge 61 per cent increase in purchase intent, we're looking forward to launching in market and driving growth in the category."   

Powerade ION4 is available nationally from most retailers in 600ml single serves and multi-packs in Mountain Blast, Berry Ice, Lemon Lime, Gold Rush and Blackcurrant flavours.