Developing a challenger Brand to take category leadership


The CocaCola Company needed to build a differentiated brand strategy for Powerade to challenge the market leader, Lucozade Sport, and engage with participants in sport who typically do not use sports drinks.
Edengene challenged prevailing assumptions about Powerade’s target markets, consumer needs and preferences. We worked with the CocaCola Company to develop a clear ‘challenger brand’ strategy, supported by implementation roadmaps to aid execution.
Powerade ‘Inner Gear’ was executed as a campaign for Team GB at the Beijing Olympics, the Rugby Football Union and the Welsh RFU.



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