PoweradeIonBerry_RenderToday, Powerade launched an exciting new and improved sports drink formula, Powerade ION4. The still isotonic sports drink, which will be used by Team GB and ParalympicsGB to help them prepare for London 2012, has been developed with sports scientists. It contains fluid and four of the minerals (sodium, potassium, magnesium, calcium) lost in sweat for effective hydration, and a combination of carbohydrates to rapidly replenish the fuel the body loses during exercise.

Powerade ION4 is available in three great tasting flavours Berry & Tropical, Cherry and Orange and is being supported by in-store POS and a new marketing campaign.

To celebrate its new partnership with ParalympicsGB athlete marathon world record holder and World 200m champion Richard Whitehead, and highlight its proud support for the London 2012 Olympic and Paralympic Games, Powerade is this week premiering a new marketing campaign featuring Team GB and ParalympicsGB athletes taking on the ultimate sweat test challenge.

The integrated campaign, which launches today with a 30” spot during Sky Sports coverage of the UEFA Champions League, sees Whitehead, along with World and European heptathlete Jessica Ennis and swimmer David Davies, put the new and improved sports drink to the test by challenging their bodies in a unique, purpose built sweat circuit.

This is the first time a Paralympian has joined the Powerade stable of sporting assets and will see Whitehead promote Powerade products above and below the line between now and 2012, beginning with ION4, the official sports drink of both Team GB and ParalympicsGB. Whitehead and Powerade will harness the excitement and anticipation of the build up to London 2012 to raise awareness of the Paralympic Games and help change attitudes to disabled sport.

Selena Taylor, Trade Communications Manager at CCE, commented: “Powerade has grown 17.9% in the past six months. The new formulated product and multi-million marketing investment behind the brand will awareness and understanding of Powerade ION4 will be high among shoppers, so stocking up early will enable retailers to make the most of the launch in-store.”

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