Case Study for Agency
03-1033515-846

Introducing POWERade to the Hispanic Market

The Situation
• Sports drinks represent an immediate source of growth and
profitability for The Coca-Cola Company.
• Research showed that there is a strong connection between
sports drinks and Hispanic consumers for a variety of reasons
• Larger households
• Live in hotter climates
• Actively engaged in physical activities – for work or leisure
• Growing 5X faster than rest of population

Action Taken

• In the summer of 2005 we lead the planning, development and
execution of POWERade’s first Hispanic campaign. The pilot market
chosen was Chicago.
• The campaign had the dual objective of validating the Hispanic
business opportunity and providing key executional learnings for market
expansion.
• Campaign vehicles included radio, outdoor, print, point of sale
material and sampling.

Campaign Results

The campaign exceeded expectations across all key metrics:

• Brand health: Significant increases were registered in brand
awareness, ad awareness, product attribute ratings and purchase intent.
• Volume: Volume goals were exceeded by over 85%, with Hispanic
volume growing twice as fast as the general market