Energy drink Powerade has begun a campaign aimed at highlighting its partnership with the team GB Paralympic athlete Richard Whitehead.

As well as promoting its support for the London 2012 Olympic and Paralympic Games, the campaign promotes a new sports drink formula ION4, with athletes from Team GB and Paralympics GM.

According to various marketing news sources, the 30 second advert produced by Mother London, debuted on British television last night and further campaigns will be launched in print media and online and managed by Vizeum UK.

The idea behind the campaign in that the new Powerade is an improved formula enriched with minerals. During training sessions, essential minerals are removed through sweat however, by drinking Powerade the consumer will be able to replenish the physiologically level of minerals required.

George Wheen brand director of Sports and Energy, Coca-Cola North West Europe and Nordics told The Drum: “The Paralympic Games is one of the biggest celebrations in world sport and we are proud to be an official partner at London 2012.”

“It’s really important between now and then we do everything we can to raise awareness and excited about the Paralympic Games and signing Richard, a Paralympian, will help us do just that,” he added.

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