A fully integrated digital campaign ‘Never Give Up’ re-positioned and differentiated Powerade within the competitive sports drink category. Digital elements provided engaging and interactive communication with consumers allowing them to follow the campaign online. Campaign website, social profiles (bebo & myspace), video viral, blogs, advertising and PR all added to the digital experience, driving interactions and awareness of the campaign and product brand values. Results: Website received 43,000 site visitors and 339,000 page views. Time on site averaged 5 minutes. 26,575 manual downloads, 21,000 video viral creations, 7,302 visits to social profiles, 13,814 views of TV ads online.