Hope Beckham Inc.

Powerade Case Study

Powerade Case Study
Hope-Beckham assisted The Coca-Cola Company in re-launching its sports drink, POWERade®. The re-launch was designed to be a flashy, one-day event in New York City’s Union Square, which generated national and local media attention for the brand. Fifty athletes/models painted from head to toe in colorful designs and POWERade logos distributed samples of the reformulated product in the large crowd. Streetball players played basketball and skateboarders performed on a half pipe, representing both traditional and alternative sports.

The grand finale…ESPN’s Stuart Scott and Rich Eisen added color commentary as two 300-pound strongmen pulled 53-foot tractor-trailers in a race. The re-launch received coverage on CNN, ESPN, Fox & Friends and in AdWeek, Sports Business Journal and many other national and local media outlets. In Coke’s opinion, the event was a resounding success.

Highlights

Organized, developed and executed the POWERade event from top to bottom, including hiring talent, models and event logistics

Developed all press kit materials, press releases and speaking opportunities for POWERade executives

Distributed POWERade samples, held media tour and created B-roll for television stations

Generated wide variety of media coverage on national television news stations, national newspapers and magazines