Rewind to Tuesday. We ran an out and back 8K. I was pretty happy with that run. Pace was good and we even put in 2 hill repeats. Pero, I forgot my water flask.
With 2kms to go, I was so hot and thirsty. Normally, I would be thinking of an ice cold coke with lotsa ice. Last Tuesday was different, I experienced the full impact and power of advertising. Dunno what triggered it. Pero all the things I heard at the Powerade Ion4 launch last Feb 1 just popped in my head.
All I could think off was rehydrating with a really really cold Powerade Ion4. Not just any sports drink, it had to be Powerade Ion4. It’s hot, I lost ions, electrolytes and I need to replenish and rehydrate. Why settle for the usual 2 ions found in other sports drink when I could have 4 essential ions. Parang commercial lang. Haha
I was so thirsty! Dehydrated. And the need to replenish with Powerade ion4 and no other was the only thought in my head. Dehydrated na nga!
One peso more expensive than my usual pink sports drink but I get 2 extra ions. Commercial mode pa rin.
Walked back to base glugglughappy. Will I shift sports drink brands? I think I will.
Below is the official PR material.
Powerade Ion4, the Complete Sports Drink Launched
Elite Athletes Lead the Hydration Revolution
Just when we thought our sports drink couldn’t get any better, The Coca-Cola Company proves otherwise.
This 2012, the visionary behind some of the world’s most successful beverage brands is once again raising the bar with a breakthrough in hydration and fuel replenishment: new POWERADE ION4® with Advanced Electrolyte System. Scientifically-developed through years of research and field testing, it boasts of a new and upgraded formula trusted by top sportsmen across the USA, Canada, Europe, Latin America and Asia. Now, it has finally come to the Philippines, ready to begin a revolution in hydration.
“Athletes and the growing population of sports and fitness enthusiasts in the Philippines are ready to level their game up. Some tend to believe that the way to do this is by buying the latest sports gears and equipment. But we must remember that our most important gear is our own body. We need to make sure to properly take care of our ‘inner gear’. And thus, in order to achieve our goals, we need a hydration partner that provides us with the essential things we need in order to perform better. Other sports drinks have two ions. This new formula has four. POWERADE ION4® is complete with the 4 electrolytes in the same ratio typically lost in sweat. That is why we are bringing new Powerade Ion4 in the country- to empower you to complete your game with the complete sports drink,” says Teejae Sonza, Group Brand Manager for Hydration, Coca-Cola Philippines.
But the question is: why should we take on the challenge to switch from incomplete to complete? New POWERADE ION4® helps replenish fluid losses and the four key electrolytes in the same ratio typically lost in sweat: sodium, potassium, calcium and magnesium. It also contains carbohydrates at 15 calories per 100mL. POWERADE ION4® encourages the body to absorb fluid and maintain fluid balance. Carbohydrates are replaced as well, supplying your working muscles with fuel, helping you sustain mental and physical performance as you exercise. To help you fight off dehydration, POWERADE ION4®doesn’t switch your thirst receptors off prematurely. It keeps you feeling thirsty until you’re properly rehydrated.
When sweating, the body loses more than just water. It loses these electrolytes which are important in exercise. The importance of each was reviewed by The American College of Sports Medicine, American Dietetic Association and Dietitians of Canada and it was learned that: Sodium is a critical electrolyte, which helps you sweat effectively and aids in muscle contraction; Potassium, on the other hand, is important in the overall energy metabolism; Third of the four key ions is calcium, which essential for overall bone metabolism; Lastly, magnesium plays a vital role in regulating cardiovascular and neuromuscular functions to sustain your performance. Drinking Powerade Ion4, completely packed with these four vital ions, is the most effective way to replace fluid and fuel losses.
Powerade is a trusted partner of many sports organizations in the country and the world. In fact, it is the official hydration partner of the 2012 Olympic athletes in London. Such quality product could only be represented by a breakthrough team of ambassadors; four of the country’s elite athletes in the name of multi-awarded runner and coach, Rio Dela Cruz, top fitness maven Chinggay Andrada, champion basketball player David Semerad and international football player, Neil Etheridge. Sonza proudly says: “We have selected these exceptional individuals to represent Powerade Ion4 for very obvious reasons. We all know they are not only on top of their game, they are also all well-admired achievers. But most of all, they know their respective sports by heart and are very much passionate in improving and achieving further. They would never settle for anything less than complete. That’s the kind of attitude and spirit our brand has. It is always up for greater challenges and it always aims to gain complete power. With them, we have a dream team.”
With their expert know-how in their respective sport and on the importance of proper hydration, they will lead the nation, hardcore athletes and casual sportsmen alike, to conquer their athletic ambitions and step their game up with the help of Powerade Ion4’s improved formulation.
“Proper hydration is very important in sports. I used and tested Powerade Ion4 in my training, competition and organized races and I believe this product will help elevate my performance as well as other runners in the country. To have all the essential components to level up our performance- this is what we all need,” says Rio.
Powerade Ion4 is available in Mountain Blast, Orange Burst and Silver Charge in the new easy-grip 500mL bottles. The Mountain Blast and Silver Charge variants are also available in sports caps, perfect for rehydrating during exercise.
New Upgraded Formula. Powerade ION4 Advanced Electrolyte System. Go for the Complete Sports Drink. To learn more about this breakthrough product, go to the Powerade ION4 Facebook Fan Page (www.facebook.com/powerade) and/or follow @PoweradePH on Twitter.