To support the transition from Aquarius Isotonic to Powerade and facilitate brand activation, Bananas connected with both athletes and casual sports enthusiasts. Our message, “Pause is Power!” emphasized the crucial role of hydration for optimal performance and well-being.

This initiative was a collaboration between the Netherlands and Belgium, aiming to create a seamless brand transition and elevate Powerade’s presence.

The activation took place at major events such as Genk Loopt, Abdijentocht, and the 20km of Brussels. Runners received Powerade to stay hydrated, energizing them to reach the finish line. Our strategic targeting of these high-profile events allowed us to spread our message effectively. We also produced compelling video content to capture and share these moments, further amplifying the campaign’s reach. Mass sampling was a key component, enabling extensive product discovery among both athletes and casual sports enthusiasts. The intense nature of these events highlighted the importance of our message, reinforcing the need for hydration and necessary pauses for better performance.

Our campaign successfully reached its target audience and effectively conveyed our message. The distribution of Powerade at these events provided runners with the energy and hydration they needed, turning their pauses into powerful moments of refreshment. The positive feedback from participants underscored the campaign’s success in promoting the importance of hydration and enhancing their overall race experience.

The initiative not only boosted brand awareness but also strengthened Powerade’s association with athletic performance and well-being. By supporting the transition from Aquarius Isotonic to Powerade, we effectively facilitated brand activation, ensuring a seamless shift and solidifying Powerade’s presence in the sports hydration market.