Beverage Industry

Powerade teams up for 2014 FIFA World Cup campaign

Andrés Iniesta and sports drink brand challenge consumers to reach their own goals

January 29, 2014

Powerade, a brand of Atlanta-based The Coca-Cola Co., is partnering with Spanish soccer player Andrés Iniesta for its “There’s Power in Every Game” campaign centered around the 2014 FIFA World Cup. Through the campaign, Powerade, the official sports drink of the 2014 FIFA World Cup, will tell stories about soccer players who have overcome adversity to lift their teammates, rally supporters, and inspire communities through their dedication and achievements in the sport, the company says.

"An idea that is fundamental to the game is that the actions of every player matter," Iniesta said in a statement. "Spectators want players to give everything they can for the team as they are giving their all as supporters."

Iniesta powered through his own challenges in life and scored Spain’s winning goal in the 2010 FIFA World Cup Final. For him, the campaign is about recognizing that every touch, pass and cheer matters for the game and for everyday athletes alike.

"As [soccer players], we appreciate that we have the power to inspire and motivate people through our actions, and no matter how insignificant it may seem at the time, we recognize that there's power not just in every game but in every tackle, pass, shot and goal," Iniesta said.

The campaign is set to launch in nearly 40 markets worldwide later this year. However, the brand is kicking off the first wave of activity this month on its social media channels. In partnership with fitness app Endomondo, Powerade is inviting consumers to power through to reach their own goals by joining a series of challenges for the chance to win prizes, including tickets to the FIFA World Cup tournament in Brazil. Fans can visit www.endomondo.com/powerade to download the app and participate in the challenges. Consumers also can use the hashtag #powerthrough and “Like” or “Follow” any of Powerade's social media channels to learn more.