POWERADE Introduces New Brand Platform During March Madness

‘That’s Some Kind of Power’ campaign debuts during first four March Madness games.

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.

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In the coming months, sports fans in the U.S. 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.