Powerade’s new campaign reinforced its sports credentials with its theme Keep Playing alluding to the insight that passionate sports players love the game of football and never want a great game to end. Powerade, with its unique bottle, chosen by FIFA to hydrate 2010 World Cup players at every match, gives athletes the inspiration and ability to keep playing via its exciting and innovative, interactive online experience that you can have on www.youtube.com/powerade. Here, one can also view the digital film – a novel experience online that depicts what happens inside the human body when faced with different physical and mental scenarios while playing football.

Supporting its sponsorship of the 2010 FIFA World Cup, new advertising from Coca-Cola captures the moment of celebration, both on and off the pitch – a moment that has become an iconic moment in world sport. A footballer has just scored a goal and, with a spontaneous release of emotion, begins to celebrate the triumph. The lead television commercial, titled History of Celebration, is inspired by the legendary 1990 FIFA World Cup hero Roger Milla who changed the world of football goal celebrations forever with his iconic corner flag dance. The animated spots, one of which was created in support of the FIFA World Cup Trophy Tour by Coca-Cola, emphasise the fact that the inspiration for celebration lies within ourselves. The three spots feature a music soundtrack created by Somali-born hip-hop artist K’naan who recorded the uplifting song Wavin’ Flag – Coca-Cola Celebration Mix - the anthem for the entire Coca-Cola campaign. He is currently performing the song live at select stops of the FIFA World Cup Trophy Tour by Coca-Cola. The commercials, featuring a celebratory theme and connection points to Africa, are an extension of the current Coca-Cola global marketing campaign Open Happiness.