Promotional purposes: Create curiosity and awareness for the new sportsdrink Powerade during the phase of its market entrance. To have the strongest impact on the target group the media team suggested to advertise on the manhole covers in front of the Munich Trade Fair venue where the ISPO (Europe’s largest trade fair for sportswear and equipment) was held. In order to support the creative team to come up with unconventional creative ideas the media team searched for unusual places or objects which could be linked to sport or sport equipment. Everyone is familiar with frisbees. But what about the sort of frisbees you can throw after drinking Powerade? These manhole covers weighing 80 kilos were intended to give people a rough idea.

The Powerade manhole covers are a good example of how to transform an unspectacular part of the cityscape into a surprising carrier for an advertising message – especially considering the place where the Powerade manhole covers could be seen (see Media solution).

In order to support the creative team to come up with unconventional creative ideas the media team searched for unusual places or objects which could be linked to sport or sport equipment.