For the Beijing 2008 Olympic Games, as the Official Sports Drink of Team GB, Powerade unveiled a new campaign based on their core creative idea, InnerGear - ‘Powerade isn’t about what’s worn on the outside. Its concern is about what goes on the inside. In fact, it believes this is as important as the gear you wear on the outside.’

Synergy Consulting acted as the strategic counsel for the campaign, working in a central role to support several other agencies and provide specialist guidance on all aspects of the platform relating to the use of Olympic IP.  Synergy also commissioned the three athletes who featured in the campaign; Rebecca Romero (Track Cycling), Phillips Idowu (Triple Jump) and Gregor Tait (Swimming).

Placing the sponsorship asset at the centre of a fully-integrated campaign had a direct impact on volume sales with market share in the sector reaching its highest-ever levels. Synergy is currently working with Powerade to provide the strategic thinking behind its London 2012 Olympic Games campaign.