World Cup partner Powerade launches campaign

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With the 2018 FIFA World Cup finals set to kick off next month, official partner Powerade has launched its ‘Always forward’ campaign.

The campaign launch features a national television commercial announcing the partnership. The TVC, aimed at leveraging World Cup excitement and delivering customer growth opportunities, portrays the evolution of soccer, from training through to the skills and the kits, and mirrors this with the evolution of Powerade.

Powerade Brand Manager Andrew Tilley notes that the partnership with the 2018 FIFA World Cup is ideal as football is the number-one passion point among its core audience of young and active males, as well as being Australia’s biggest club sport.

“Partnering with one of the biggest sporting events in the world, the 2018 FIFA World Cup, is a hugely exciting move for Powerade,” he said. “It’s a fantastic opportunity to participate in an event which the eyes of the world will be on. We know Aussies will be firmly behind us in supporting the Socceroos as they go for glory in Russia.

“The FIFA World Cup is a truly global consumption occasion and a huge driver of incremental sales. We look forward to announcing more details of the partnership soon.”