THE brief

Develop a trial-driving concept that incentivises active 20-35 year olds to purchase Powerade’s
newest formula.

THE way in

We thrive on unexpected challenges in everyday moments, and since we’re asking consumers to test Powerade’s new most powerful formula, let’s test them where they least expect it — at the grocery store.

THE IDEA

Transform shopping baskets into an unexpected challenge.

We attached grip strength testers to basket handles and challenged shoppers to measure their
power while completing their grocery shop. The bigger the score, the bigger the discount on their next Powerade. We also turned trolleys into fitness trackers on wheels by adding adjustable resistance to turn grocery shopping into a workout and equipped trolleys with a BPM (heart rate) tester and odometer for performance tracking.