Cannes Lions

POWERADE

McCANN ERICKSON, Madrid / COCA-COLA / 2012

Awards:

1 Shortlisted Cannes Lions
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Film
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Overview

Entries

Credits

Overview

Description

Powerade is the perfect drink for getting your energy back after exercising. To prove this, we decided to go out into the street to do a free product trial. So we set up a product trial like any other, with the stand, the promotions girls, the free drinks and all… but with one big difference: the stand would move each time somebody came up to collect a bottle. So, in order to get their drink, people only had to do one thing: RUN.

Execution

Powerade is the perfect drink getting your energy back after working out. To prove this, we decided to go out into the street to do a free product trial. It looked just like any other product trial, but with one big difference: The stand was in motion. So, in order to get your drink, you only had to do one thing: Run for it.The Channel: A real trial in the street which became ambient marketing, guerrilla, promo, activation, viral, a television ad and a news item.

Outcome

It is still too soon to be able to rate the total impact of the audiovisual element, but as a product trial it was 100% effective.

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