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1 / 1 Sports drink Powerade launched an integrated, international campaign in early March celebrating ‘The Power Of The Pause’ and prioritising wellbeing over winning. The Coca-Cola Company brand’s new ‘Pause is Power’ global communications platform seeks to challenge the ‘win at all costs’ mentality so often associated with contemporary sports culture by portraying ‘pauses’ – moments of laughter, reflection, community and recovery – as acts of everyday humanity with regenerative benefits and sees the brand support athletes having a chance to recharge during the off season. ‘Pause is Power’ seeks to bring to life the hydration brand’s aspiration to ‘power life beyond winning by championing opportunities for all people to take a necessary pause’.