Coca-Cola Seeks Global Advertising Agency To Re-Energize Powerade Brand

Powerade, the sports drink owned by Coca-Cola, is "on the hunt for a global advertising agency," according to Gurjit Degun of CAMPAIGN LIVE. The review is being led from the U.S. Powerade does not have a global agency of record. Wieden & Kennedy Portland currently works on the U.S. creative business. In October, Powerade launched ads, created by Wieden & Kennedy, that showed "young athletes using critical comments from other people as motivation." Latest figures from FMCG data company IRI showed that Powerade sales in the U.K. fell 30% to £16M in the year to March 26, 2016. The overall sports drinks market fell 10.9% to £40.4M in the same period, according to Kantar. A Coca-Cola spokesperson said, "We are not commenting on the global work at this time" (CAMPAIGN LIVE, 2/9).