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 March Madness. This year, POWERADE is showing up bigger than ever with a new campaign debuting during the first four tournament games.
“That’s Some Kind of Power,” developed by Wieden + Kennedy Portland, is the latest creative iteration of “Power Through”. A 30-second ad titled “Ankles” is the first in a series of national TV spots that will air this year. The spot lifts the veil on the new platform celebrating POWERADE’s deep roots in sports by using hyperbole and humor to give powerful moments even more power. "Ankles" airs today, and additional 15-second online videos will air throughout the duration of March Madness coverage live as well as on social media.
Beyond March Madness, Powerade will own “POWER” through a myriad of other activations including the McDonald’s All-American Game, FIFA World Cup, unique online activations, social influencers, retail support and short-form content to create a holistic, 360-degree, integrated marketing platform for the brand.
“‘That’s Some Kind of Power’ celebrates the most powerful moments in sports” said Jason McAlpin, senior brand manager, POWERADE. “You can expect POWERADE to show up during those jaw-dropping moments in sports that you have to see to believe.”
The platform is a complete shift in tone for the brand. Its previous campaign, “Just A Kid”, highlighted athletes’ humble beginnings, while “That’s Some Kind of Power” highlights moments of power through humor. It also focuses on the intrinsic value POWERADE and POWERADE ZERO provide as the fuel for athletes to “Power Through.”
“Our 'Just a Kid' campaign had become undifferentiated in an increasingly competitive category,” said Alex Ames, senior 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.”
In the coming months, sports fans in the United States will see “That’s Some Kind of Power” evolve with different contextually relevant spots and activations befitting of other iconic sports events including the FIFA World Cup.