Energy drink Powerade has launched the first wave of work within a new, integrated, multi-phase brand platform called ‘That’s Some Kind of Power’.
The first spot running under the new big brand idea is called ‘Ankles’ and its leverages March madness as the USA is once again gripped by college hoops fever.
The 30-second kick-off spot debuted on 13 March and is airing on official tournament broadcaster Turner during the games in the 68-team NCAA Men’s University Division 1 Basketball tournament.
The basketball-themed creative features a bodega owner reminiscing about what could have been if he’d had Powerade to enhance his hoops skills back in his day.
The TV spot is amplified across the brand’s digital and social channels
We are not responsible for any ankles harmed in the viewing of this video.#POWERThrough pic.twitter.com/267k22IQHO
— POWERADE (@POWERADE) March 13, 2018
and supported by further social engagement
We hope your ankles are okay. #POWERThrough https://t.co/pGs2QsbPBX
— POWERADE (@POWERADE) March 15, 2018
and linked content.
Grab a seat. It's showtime. #MarchMadness #POWERThrough pic.twitter.com/UtBZ07rsUW
— POWERADE (@POWERADE) March 13, 2018
Plus, on the brand’s website, Powerade is running a ‘Sip. Scan. Score. March Madness Bracket Refresh’ bracket building, on-product code linked competition – https://www.powerade.com/bracketrefresh/
Comment:
Creatively, we feel there is a hint of Pepsi’s brilliant and award-winning Uncle Drew work (see case study) from this new Cocca-Cola owned Powerade campaign.
Powerade already has established basketball advertising and athlete ambassador heritage – such as its endorsement deal with Damien Lillard.
@Dame_Lillard for taking his place among the best. #PowerThrough pic.twitter.com/kCVrdv82oS
— POWERADE (@POWERADE) February 18, 2018
Ankles is the first in a series of national television spots and supporting creative content that will air through the year to bring the new Powerade brand new platform to life.
Indeed, the coming months will see the campaign expand and evolve across several sports spaces through contextually relevant creative, advertisements and activations around major sporting events such as the FIFA World Cup and Powerade Jam Fest.
Links:
Powerade
https://www.youtube.com/user/PoweradeUS
https://www.facebook.com/Powerade
https://www.instagram.com/powerade/
