Coca-Cola's Powerade brand to feature Spanish soccer player Andrés Iniesta in new global marketing campaign telling stories of soccer players who overcame adversity to lift teammates, rally supporters, inspire communities through their dedication

Nevin Barich

ATLANTA , January 29, 2014 (press release) – Campaign celebrates athletes making a difference through their sport

Andrés Iniesta who memorably scored Spain’s winning goal in the 2010 FIFA World Cup™ Final, will be featured in the new Powerade campaign “There’s Power in Every Game.” Through the campaign, Powerade, the official sports drink of the 2014 FIFA World Cup™ will tell the stories of footballers who have overcome adversity to lift their teammates, rally supporters and inspire communities through their dedication and achievements in the sport.

“An idea that is fundamental to the game is that the actions of every player matter,” said Andrés Iniesta. “Spectators want players to give everything they can for the team as they are giving their all as supporters.”

For Iniesta, who has powered through his own share of challenges to achieve the highest level of success on the world’s biggest football stage, the campaign is about recognizing that every touch, pass and cheer matters - for the game, and everyday athletes alike.

“As footballers we appreciate that we have the power to inspire and motivate people through our actions, and no matter how insignificant it may seem at the time, we recognize that there’s power not just in every game but in every tackle, pass, shot and goal,” Iniesta said.

The campaign, set to launch in close to 40 markets worldwide, kicks off later this year but the first wave of activity begins in January across the brand’s social channels. In partnership with fitness app Endomondo, Powerade is inviting consumers to power through to reach their own goals by joining a series of challenges for the chance to win prizes, including tickets to the FIFA World Cup™ Tournament live in Brazil. By visiting endomondo.com/powerade consumers can download the app on their smartphone and join to begin participating. Consumers can use the hashtag #powerthrough, ‘Like’ or ‘Follow’ any of Powerade’s social media channels to learn more.

Powerade is a brand of The Coca-Cola Company, one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of FIFA World Cup™ that began in 1978.

Notes to Editors:

For photos and video visit www.coca-colacompany.com/press-center

About The Coca-Cola Company

The Coca-Cola Company (KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.

About Powerade

Powerade is a brand of The Coca-Cola Company, and is available in 70 markets, including Australia, USA, Canada, Great Britain, Brazil, Mexico, Russia, Spain and South Africa. Powerade combines carbohydrates, electrolytes with fluids for energy and hydration. It quenches thirst and replenishes minerals and carbohydrates lost during sports or other intense activities. In most markets, Powerade is scientifically formulated with the ION4® Advanced Electrolyte System, which helps replenish 4 key electrolytes lost in sweat: Sodium, Potassium, Calcium, & Magnesium.

About Endomondo

Founded in 2007 by fitness enthusiasts and today twenty million users strong, Endomondo is a social fitness network (Endomondo.com) and fitness tracking mobile app (Endomondo Sports Tracker) available for download on seven mobile platforms and operating on most major smartphones.

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