Who’s it for: Powerade by Ogilvy and Jealous Lovers.

Why we like it: Powerade is popular with top-notch athletes hoping to replace electrolytes after torrid physical exertion and boozers hoping to reduce the severity of their hangovers. It’s brilliantly diverse. And the RWC moneyshot featuring Sir Richard supping on some of the blue elixir after the win is likely to appeal to both segments.