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Powerade – Running

objectifs
  • Recruter de nouveaux consommateurs chez les sportifs occasionnels et réguliers
  • Relayer les bénéfices physiologiques de Powerade
  • Développer des actes d’achat
    • moyens
    Campagne d’échantillonnage et de visibilité sur les semi-marathons / marathons de plus de 5.000 participants en France.
  • Négociation des accords de partenariat avec les organisateurs (env. 10 épreuves réparties sur le territoire)
  • Mise en place de 3 dispositifs, à chacun des moments de consommation du produit (Avant l’effort / Pendant l’effort / Après l’effort )
  • Développement graphique de l’ensemble des supports de visibilité
  • Etude d’impact de l’opération
  • Naming de l’opération : Powerade is Running