POWERADE teams up with Guillermo ‘Memo’ Ochoa.

POWERADE will feature Guillermo ‘Memo’ Ochoa, the star goalkeeper in its first-ever, fully-integrated marketing campaign created exclusively for U.S. Hispanic consumer. POWERADE Latino, as the campaign is known, will coincide with the 2010 FIFA World Cup in South Africa. Recently, FIFA officially designated POWERADE as “Chosen by FIFA to Hydrate 2010 FIFA World Cup Players.”

“The POWERADE Latino campaign is part of our broader FIFA World Cup activation this year, reaching more consumers and refreshing them on and off the field with our brands”

“The POWERADE Latino campaign is part of our broader FIFA World Cup activation this year, reaching more consumers and refreshing them on and off the field with our brands,” said Jose Serafin, senior brand manager, Hispanic Marketing, Coca-Cola North America.

The Spanish-language advertising campaign will be activated starting June 1 in major U.S. Hispanic markets, and will be supported with a fully integrated marketing platform that includes broadcast, print, out-of-home, online, in-store and product packaging. Three 30-second TV spots featuring Memo Ochoa produced for the POWERADE Latino campaign will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11.

In addition, Memo is featured in a mini-documentary for the campaign in which he is thrust into a grueling training scenario defending two goals simultaneously. During a normal training routine it is common practice to put the goalkeeper into a situation that forces them to react quickly, maximize performance and stay focused. The two-fields training scenario dramatizes intense workout situations which require athletes to replenish themselves with the four essential electrolytes found in POWERADE ION4 to remain at the top of their game. This documentary captures how Memo has to defend two goals to keep opposing players from scoring. The video can be seen and shared at www.arrobanews.com/powerade.

“The POWERADE Latino campaign is a great way to celebrate our brand’s strong relationship with the U.S. Hispanic community, and maximize our partnership with the FIFA World Cup, the most popular sporting event in the world,” said Serafin.

“This project was a lot of fun, but the shoot was incredibly difficult, and my teammates enjoyed the chance to shoot on me more than they should have. I think I deserve a fair chance at some payback,” said Memo.

Creative agency Madre Buenos Aires led the creative conception and production of the TV campaign. Filming in Mexico was conducted over two days at the Mexican National Team’s training facility in Mexico City. The two-goal training concept was created for the POWERADE Latino TV ads.