There is no better event to capture the hearts and minds of active, sport-focused Kiwis than the Olympics and that's what POWERADE, official sports drink of the Rio 2016 Olympic Games, set out to do.
We developed a strategic communications plan to leverage three key elements of the POWERADE Hydrating Our Olympians campaign – ambassador Mahé Drysdale, the new Rio Gold flavour and the creative around its global TVC 'Blue Bloods', filmed right here in New Zealand.
Acumen undertook targeted proactive pitching including POWERADE consumer competitions to win branded POWERADE gear and to sample the new Rio Gold product.
We then worked with POWERADE ambassador Mahé Drysdale to develop an op-ed, published in the New Zealand Herald Sports section, providing rare insight into his Olympic preparation and the importance of proper hydration which served as an authentic voice to promote the benefits of POWERADE.
We also negotiated a media partnership with The Crowd Goes Wild for the inaugural POWERADE Office Decathlon which included rhythmic gymnastics with a tie and stapler long jump. This inspired viewers to contribute their own videos to feature as part of the show and win an office shout with Mahé Drysdale.
To support the launch of the POWERADE TVC 'Blue Bloods', we pitched interviews with three up-and-coming aspiring Kiwi Olympians who featured in the ad. Along with general media pick up, it was touted as one of the best ads of the Olympics by the New Zealand Herald.