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Coca-Cola is seeking an ad agency to handle the pan-European account for its Powerade sports-drinks brand, ahead of an advertising push this summer.
The brand has previously used Nitro, which created a viral ad for the 2006 FIFA World Cup. The ad pitched England rugby star Josh Lewsey against football star Peter Crouch in a battle of sporting prowess, backed by the song 'Anything you can do I can do better'.
The growing functional-drinks market, comprising stimulant and sports drinks, was worth pounds 520m in 2006, according to this year's Britvic Soft Drinks Report. Powerade has 18% of the pounds 336m sports energy market, …