Powerade Motivates Consumers With 50,000 iPod Shuffles Up For Grabs Throughout October And November

The official sports drink of Team GB at the Olympics, 'Powerade' is running an exciting on-pack promotion this Autumn to motivate consumers to get exercising as part of their partnership with the Great Events Series and Take to the Streets. 

From October, consumers that purchase a bottle of 'Powerade' will have the chance to win one of up to 50,000 iPod shuffles. In addition to the iPod Shuffle, every winner receives a free downloadable training tool 'Powerade Pulse^TM'. To enter consumers simply buy a bottle of 'Powerade', check the number on the label and go to Poweradegb.com to see if they have won. 

'Powerade Pulse^TM' is a bespoke 'Powerade' software programme that scans your digital music tracks and creates a play list at a designated Beats Per Minute (BPM).  This allows users to customise the pace and time they are looking to train to, motivating them to achieve their desired time to run/cycle/swim over a certain distance. 

The promotion will be supported with an integrated marketing campaign including heavy weight poster advertising in addition to digital advertising and promotional  activity to drive readers to 'Powerade' website. There will also be special case discounts available from retailers' usual cash & carry or wholesale suppliers. 

'Powerade' volume continues to grow at +3.3%¹ and the brand is now worth £37m², with 56% of 'Powerade' sales being incremental to the sector³. 

Selena Taylor, Trade Communications Manager at CCE at CCE, comments:  "As the official sports drink of Team GB this promotion is a perfect fit for the 'Powerade' brand. 'Powerade' knows that the right music can help power your performance, so winning a free iPod Shuffle and downloadable 'Powerade Pulse^TM'   training tool will encourage consumers to put their running shoes on and get exercising. With this great prize on offer, awareness of the brand is set to rise and retailers should expect to see increased demand in-store. With previous campaigns as a benchmark for success we expect to see significant uplift in 'Powerade' sales throughout the campaign."

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For more information please contact: Carly Thornton - Carly@mercieca.co.uk / 020 7485 0100 

Notes for editors:

• 'Powerade' is a registered trade mark of The Coca‑Cola Company
• 'Powerade' is also the official sports drink of this year's BUPA Great Run events series, specialising in the development, design, organisation and rights management of mass participation televised sporting events. The current brand portfolio includes some of the biggest mass participation events around the world based on the original formula of the BUPA Great North Run - the UK's largest mass participation event with over 52,000 runners. 'Take to the Streets' is the partnering body whose aim is to get 2 million people active before 2012. Over the next four years, 'Take to the Streets' will be hosting a network of events around the country for everyone - from running to walking, swimming to dance displays and even gym challenges. 'Powerade' will be there every step of the way, providing participants with their essential 'Innergear'. 

 ¹ Nielsen Value % Change w/e 08.08.09

 ² AC Nielsen Retail Value MAT 01/08/09

 ³ AC Nielsen Retail Value MAT 01/08/09