Sports often glorify a “win-at-all-costs” mentality. Powerade broke the mould with its global campaign, “Pause is Power.” The campaign, featuring legendary Olympian Simone Biles, celebrates the mental and emotional resilience required to navigate life’s challenges. Powerade is the official hydration partner for the Paris 2024 Olympics. It championed the concept that strength comes not only from pushing forward. Strength also involves taking a moment to pause, reflect, and recharge.
Rethinking the Narrative: Why Pause Matters
The traditional sports narrative has long idolized relentless effort, often at the expense of athletes’ mental and physical health. Powerade’s campaign challenged this outdated belief system.
Simone Biles’ Story: The campaign’s centerpiece is Simone Biles. Her decision to step back during the Tokyo 2021 Olympics became a global statement. It emphasized prioritizing mental health. Her journey underscores the power of the pause as a transformative act, not a retreat.
A World of Comebacks: Powerade’s campaign drew inspiration from a diverse roster of athletes. These athletes embodied the philosophy of pausing to refuel and rethink. The campaign celebrated athletes like Chilean Paralympic swimmer Alberto Abarza. It also featured Dutch cyclist Harrie Lavreysen. These athletes turned moments of pause into sources of strength.
“Competition comes with great pressure,” says Claire Pinel, Powerade’s Global Brand Director. “A simple pause allows us to come back better and stronger.”
The Vault TVC
At the heart of the campaign is a TVC, The Vault, starring Simone Biles.
The Emotional Journey: The film opens with Biles taking a deep breath. This is juxtaposed with audio clips detailing her career highs. The clips also highlight the challenges of stepping back. The slow-motion visuals capture her performing a vault, a symbolic act of perseverance and renewal.
A New Perspective: The closing shot of a young girl watching Biles from the stands ties the narrative together. It showcases how moments of vulnerability inspire future generations.
The Gen Z Influence: A New Era in Sports
Gen Z is rewriting the rules of competition, valuing balance and wellbeing as much as achievement.
Insights That Shape Strategy: Powerade gathered perspectives from young people across five countries. This helped shape a campaign that reflects their conscious approach to sports and life.
Vision for the Future: “They want to be great. They also want to have a life,” said Laura Legrenzi, Global Senior Manager for Consumer Content. Powerade’s message of prioritizing happiness over relentless striving resonates deeply with this audience.
“It’s not always pushing yourself to the limits that makes you stronger,” said Matrona Filippou, president of the global hydration at Coca-Cola
Jagged with Jasravee, the Marketing Show 
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