INTERGRATED MARKETING COMMUNICATION
Coca cola Australia introduced Powerade in 1988 in a powder form and in 1992 the energy drink bottles were introduced (Olsen, 2010). According to the Powerade Australia YouTube video (2013), The new campaign was aired with the tagline “GO Stronger for Longer” with its main purpose to hydrate and replenish energy and maintain performance of bodies getting hardcore training or sweating it ... ................
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