Top Line Info

POWERADE® TEAMS UP WITH GUILLERMO “MEMO” OCHOA FOR FIRST EVER HISPANIC INTEGRATED MARKETING CAMPAIGN

 

  • POWERADE® launches first-ever, fully integrated marketing campaign for the U.S. Hispanic consumer.
  • Mexican soccer superstar Guillermo “Memo” Ochoa featured in three advertisements and mini-documentary to premiere during the 2010 FIFA World Cup™.
  • Spanish-language advertising campaign starts June 1, supported with broadcast, print, out-of-home, online, in-store and product packaging.
  • TV ads and mini-documentary place Memo is a grueling training exercise where he defends two goals simultaneously.
  • The POWERADE ION4 advanced electrolyte system represents an evolution in the sports drink category, uniquely featuring four key electrolytes lost during intensive workouts: sodium, potassium, calcium and magnesium.
  • Creative agency Madre Buenos Aires produced the campaign for POWERADE.


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Team Quotes

Memo Ochoa“This project was a lot of fun, but the shoot was incredibly difficult, and my teammates enjoyed the chance to shoot on me more than they should have.  I think I deserve a fair chance at some payback.”
Guillermo “Memo” Ochoa

jose-pepe-serafin“The POWERADE Latino campaign is part of our broader FIFA World Cup™ activation this year, reaching more consumers and refreshing them on and off the field with our brands.”

“The POWERADE Latino campaign is a great way to celebrate our brand’s strong relationship with the U.S. Hispanic community, and maximize our partnership with the FIFA World Cup, the most popular sporting event in the world.”
Jose Serafin, Senior Brand Manager, Hispanic Marketing, Coca-Cola North America

frank-bracken-brand-director-powerade“Memo is a great partner and a tremendous athlete. He embodies the POWERADE brand personality; bold confident and independent. We’ll be pulling for him in the World Cup.”
Frank Bracken, Brand Director, POWERADE

Carlos Bayala - Madre Creative Director“The main purpose of this campaign was to show the Hispanic power in POWERADE ION4, using the simplest possible ideas and showing them in the most spectacular possible way. Although it sounds easy, simple is always a complex goal to achieve, and I am glad to see that Memo Ochoa, the POWERADE team at Coca Cola and Madre, plus a bunch of good ideas allowed this project to be materialized.”
Carlos Bayala, Creative Director, Madre Buenos Aires

Multi-Media

Memo Ochoa POWERADE® Latino Photos

POWERADE® Brand Images

Behind the Scenes Photos

POWERADE® Brand and Creative Team Photos