They say that imitation is the highest form of flattery and no truer words came to mind when we saw this pic in the Checkout Top 100 brands, issue. Followers of our blog and work at McCann Dublin will be well aware of how proud as punch we are of the Powerade Never Give Up campaign of the last 3 years.
The one significant identifier for Powerade on shelf and on sports grounds around the country was its distinctive blue bottle. It made it unique in the clutter of orange sports drinks from Lucozade and Club Energise.
Having secured Powerade’s position as the fastest growing sports drink in Ireland over these last 3 years, its flattering to see the competition come out with a blue bottle of their own. We must be doing something very very right.
As the final instalment of this years’ Powerade Never Give Up campaign goes to air, I’m contemplating embarking on my own little fitness challenge. There’s a crate of Powerade sitting in the boot of my car, daring me to put it to good use.
And after 4 inspirational days in Davos, Switzerland watching Ang, Trev and Reg prepare for the Swiss Alpine Challenge, it would appear that running to the bar or lifting an enormous glass of beer (it really was huge - and I am quite small) - doesn’t actually count as exercise!
Davos was by far the most breathtaking of all the NGU Challenge locations. I’ve been to the Alps numerous times, and while it is magical in the Winter, covered in glistening snow, it still took my breath away. Although much of that may have had something to do with the altitude, and a certain lack of fitness.
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Less than 24 hours before they set off on their grueling alpine marathon, Trevor, Angeline and Reg make their final preparations.
Full alcohol ban is in place and the challengers are taking on plenty of fluids and carbs in preparation for the mammoth task tomorrow.
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Aengus King, our Powerade client, talks about our current campaign:
If there is one thing that makes time move quickly it is working on a Never Give Up Powerade campaign. The structure of the campaign means we are always either planning a campaign, recruiting or interviewing candidates for it, or filming them for the next TV ad. This year we are following two lads and a girl as they train to complete a marathon in the Alps at altitude. That’s 26 miles at altitude… the first ten miles are uphill… the race is scheduled to take up to 10 hours to complete… jaysus!
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They say that imitation is the highest form of flattery and no truer words came to mind when we saw this pic in the Checkout Top 100 brands, issue. Followers of our blog and work at McCann Dublin will be well aware of how proud as punch we are of the Powerade Never Give Up campaign of the last 3 years.
