Powerade Moves Ad Account To Mother

Coca-Cola-owned sports drink brand Powerade has switched its pan-European
account to advertising agency Mother ahead of a new campaign for the summer.

Mother beat an unnamed German agency following a two-way pitch for the
business and will start work immediately on a new advertising strategy.

Powerade had previously used Nitro for all its advertising, although the
agency did not pitch to retain the business, but has now moved to Mother which
already handles the advertising for the main Coca-Cola brand as well as Dr
Pepper, Lilt and Schweppes Mixers.

Powerade has a number of sport sponsorship deals in place including a deal
with FIFA to sponsor last year’s World Cup which was the platform for its last
advertising campaign featuring England footballer Peter Crouch and England rugby
player Josh Lewsey.