POWERADE GIVES ATHLETES INSPIRATION TO
"KEEP PLAYING" IN BRAND'S FIRST GLOBAL MARKETING CAMPAIGN

Powerade Has Been 'Chosen by FIFA to Hydrate 2010 FIFA World Cup™ Players' and Will Be Pitch Side at Every Match During South Africa Tournament

New Microsite www.youtube.com/powerade Uses Interactive Film "deep-dive" Technology to Depict Powerade's Functional Benefits And Brand Attitude

ATLANTA, March 31, 2010  -  In the brand's first-ever global integrated marketing campaign, Powerade will give athletes the inspiration and ability to "Keep Playing," through a comprehensive campaign highlighted by an innovative online experience and the presence of Powerade on the pitch during the 2010 FIFA World Cup™ South Africa. The campaign theme "Keep Playing" alludes to the insight that passionate sports players love the game of football and never want a great game to end.

When the world's top footballers compete for the sport's ultimate prize during the 2010 FIFA World Cup™, they will be able to reach for a Powerade to hydrate. FIFA has officially designated Powerade as "Chosen by FIFA to Hydrate 2010 FIFA World Cup™ Players".... Read more (PDF)

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