Pause is Power (US)

Powerade, a Coca-Cola-owned sports beverage, has developed a global campaign featuring gymnast Simone Biles that is focused around supporting athletes’ mental and physical well-being during the Olympics.

The intriguing aspect here is the effective use of contrasts. The Powerade campaign stands out by subverting expectations in a clever manner, without losing the core message. Instead, it reinforces the brand’s credibility. The ad delivers a powerful message, but when it suggests that a pause is needed to maintain that strength, the idea resonates completely.

Powerade is striving to further the conversation among athletes around mental and physical well-being with its latest campaign, an effort that builds on parent company Coca-Cola’s nearly 100 years of partnership with the Olympic games. The integrated effort represents the latest evolution of Powerade’s “Pause is Power” platform, which was launched in 2022 to champion the benefits of taking deliberate pauses as needed to come back stronger.

Tied to its efforts, the brand also unveiled Powerade Gold, a beverage designed specifically for the Paris Olympic and Paralympic Games. The new flavor features a blend of golden fruits formulated to deliver an energizing and refreshing taste.

Powerade also created a bespoke Olympic Village experience in collaboration with the International Olympic Committee (IOC). The experience offered an environment for physical recovery, respite and innovative virtual visualization practices while also offering a space for mental health conversations.