Now That’s Some Kind of Power: POWERADE Ignites New Brand Platform During March Madness®
March 13 2018 - 9:21AM
Business Wire
POWERADE’s Refreshed Strategy to Elevate
Powerful Moments in Sports Including NCAA® Men’s Basketball
Tournament & FIFA World Cup™
With Selection Sunday in the books, and the
68-team field determined, POWERADE® – the Official Sports Drink of
the NCAA – is back on the sidelines for another March Madness
tournament, with an entirely new brand platform, centered around
POWER. The new campaign, “That’s Some Kind of Power,” will debut
during the First Four March Madness games, today.
This press release features multimedia. View
the full release here:
http://www.businesswire.com/news/home/20180313005870/en/
That's Some Kind Of Power (Photo:
Business Wire)
In the coming months, sports fans in the United
States will see “That’s Some Kind of Power” expand and evolve, with
contextually relevant advertisements and activations around iconic
sporting events, including the FIFA World Cup™ and POWERADE Jam
Fest.
Developed by Wieden + Kennedy Portland, “That’s
Some Kind of Power” is the latest creative iteration of “Power
Through” and will be complemented with a full 360 degree suite of
online, social, retail and experiential support.
“‘That’s Some Kind of Power’ was born from the
realization that we wanted a product-focused campaign that
differentiates POWERADE in the increasingly competitive sports
drink category,” said Alex Ames, Sr. IMC Manager, POWERADE. “We’re
excited to bring a bit of humor and fun to a category that has
become overly serious. At the end of the day, sports should be
fun.”
The campaign kicks off with a 30-second ad
titled “Ankles,” which is the first in a series of national
television spots that will air this year to bring to life the
brand’s new “That’s Some Kind of Power” platform. The ads
build on POWERADE’s deep roots in sports, utilizing
hyperbole and humor to give powerful sporting moments even
more power, through a fictional account of what could have happened
if POWERADE had been around “back in the day.”
“‘That’s Some Kind of Power’ celebrates the
most powerful moments in sports,” said Jason McAlpin, Sr. Brand
Manager, POWERADE. “You can expect POWERADE to show up during the
most iconic moments and events in sports, highlighting those
jaw-dropping highlights that you have to see to believe.”
The “Ankles” spot airs on March 13 alongside
five unique 15-second videos airing throughout the duration of the
tournament. The content airing during March Madness will –
appropriately – have a basketball theme, featuring a bodega owner
reminiscing about what could have been if he’d had POWERADE back in
his day. The films were directed by director Daniel Wolfe.
For more on “That’s Some Kind of Power,” visit
Coca-Cola Journey or follow the conversation on social with
#POWERThrough.
About The Coca-Cola
Company
The Coca-Cola Company (NYSE: KO) is the world’s
largest total beverage company, offering over 500 brands to people
in more than 200 countries. Of our 21 billion-dollar brands, 19 are
available in lower- and no-sugar options to help people everywhere
more easily control added sugar. In addition to our namesake
Coca-Cola drinks, some of our household names around the world
include: AdeS soy-based beverages, Ayataka green tea, Dasani
waters, Del Valle juices and nectars, Fanta, Georgia coffee, Gold
Peak teas and coffees, Honest Tea, Minute Maid juices, Powerade
sports drinks, Simply juices, smartwater, Sprite, vitaminwater, and
Zico coconut water. At Coca-Cola, we’re serious about making
positive contributions to our world. That starts with reducing
sugar in our drinks and bringing new and different drinks to people
everywhere. It also means continuously working to reduce our
environmental impact, creating rewarding careers for our
associates, and bringing economic opportunity wherever we operate.
In fact, together with our bottling partners, we employ more than
700,000 people around the world. For more information, visit our
digital magazine Coca-Cola Journey
at www.coca-colacompany.com and follow The Coca-Cola
Company
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The fairlife® brand is owned
by fairlife, LLC, our joint venture with Select Milk
Producers, Inc., and fairlife’s products are distributed
by our Company and certain of our bottling partners.
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