Relevance is more important than Share of Voice. Focusing only on sports programming and ignoring traditional visibility media, the plan identified the premier opportunities to reach the targets: the Euro 2004 and Olympic Games, both taking place in the summer. Execution copy was tailored to each athletic event, with a ”Running” spot featured during Olympic track & field and “Football” copy airing during Euro 2004. A surgical context-appropriate copy rotation strategy was crucial to engage target audience.

Delivering a statistical pressure level of 30 GRPs weekly versus the competition’s 120 average, Powerade Total Brand Awareness figures grew from 40% to 60%. Awareness translated into sales, propelling Powerade to the no. 2 Sports Drink position. Sport Credentials items increased in average by 75%.