Powerade brings out Team GB energy drink

Drinks brand Powerade has taken advantage of its link with the Great Britain Olympic team by launching Powerade Zero – the official drink of Team GB.

The drink has been scientifically produced to provide hydration to athletes with hardly any calories and will form part of the British Olympic Association’s (BOA)hydration regime in the build up to the London 2012 Games.

Trade communications manager at Coca-Cola Enterprises, which owns Powerade, Selena Taylor, said: “The launch of Powerade Zero represents a huge opportunity to drive profits for retailers in the Sports & Energy sector. There are 1.8bn active sporting occasions among Powerade’s core audience each year.”

British athlete Jessica Ennis is a Powerade ambassador and would most likely front any marketing campaign that is rolled out surrounding the product.