Red Bull, Powerade and surpassing your limits

When looking at Powerade website, it seems obvious that the brand wants to deeply connect with athletes who are its core customers. The goal is to create a powerful brand experience as the “ultimate sports drink”.

Contrary to Red Bull, which focuses on practitioners, but also amateurs of extreme sports, Powerade clearly shows that it targets a healthy and athletic elite who practices running, football, fitness, tennis and mountain bike.

The choice of these sports is really interesting, because they are all very popular in France. We all know the Football World Cup, Rolland Garros and Le Tour de France. All of these sports imply teamwork (either a team of players or with trainers and sports staff).

Besides, running and fitness are two sports that are very popular in urban areas. They are easy to practice, by yourself and a minimum of material is required.  These 2 activities combine perfectly with the nutritional and energetic inputs provided by Powerade drinks. In this regard, the website also provides useful information and advice for sportspeople. It is less festive and more serious than Red Bull. And it actually positions Powerade as a coach that will add value to the sports experience. A coach is someone that helps you better understand your body and motivates you go beyond your limits in order to get results.

As Red Bull did with the Stratos operation, each of the two brands aim at showing that people can surpass themselves to achieve fantastic goals, by their own or as part of a team.

Pierre