Star All Blacks second five-eighth Sonny Bill Williams has signed a personal sponsorship deal with Coca-Cola and will front in a television campaign for Powerade Fuel+.

“Sonny Bill has had a fantastic year; we’re thrilled to have him as an ambassador for Powerade Fuel+. Sonny Bill embodies the ultimate athlete… endurance, power and strength; New Zealanders admire him for his athletic ability.

He’s a perfect fit for the brand, and we’re delighted to have him on board,” says Delina Shields, marketing manager Stills, Coca-Cola Oceania.

“Our research has found that active energy drinkers are looking for the new breed of energy drink so we’ve developed Powerade Fuel+ to meet this demand. Now consumers can choose an energy drink that has been scientifically developed especially for sports – in their favourite flavours from the sports drink brand they trust.”

The Powerade Fuel+ 15-second TVC went to air on December 16 and will run for the next 12 months. The campaign will also include a nationwide Adshel campaign.

Powerade Fuel+ contains electrolytes and caffeine energy to give consumers a kick-start into their training, exercise and ‘on-field’ performance. Lightly carbonated, it is available in the two leading Powerade flavours Mountain Blast and Berry Ice.

“We believe we have found a gap in the market and are confident that Powerade Fuel+ will create a solution within the energy drinks category,” adds Shields.

Powerade Fuel+ is suitable for athletes at an amateur level through to an elite level and comes in a slimline 300ml can that can be found in the energy drinks fridge in stores nationwide.