What better way to turn otherwise busy minds to your product by letting celeb sport stars go all dare bare and naked. Come Beijing Olympics 2008, and not one but three British athletes will make a promotional appearance in birthday suit for the sports drink, Powerade, a Coca Cola brand. Rower turned cyclist Rebecca Romero, Triple jumper Phillips Idowu and Swimmer Gregor Tait have all taken part for the energy drink’s China Olympics exclusive advertisement campaign.
Cathryn Sleight, marketing director for Coca-Cola Great Britain said,
Everyone is used to seeing athletes in competition or winning, but we wanted to give people the chance to see the real make-up of an athlete and their muscle and power.
“This is definitely one of the more unusual shoots I’ve taken part in, but also one of the most enjoyable,” The Telegraph quoted Idowu as saying, “The inner gear for an athlete – how we train, what we eat, drink and when we sleep – is as important as what we wear.”