rain
Friday December 14th, 2018 7:26PM

Now That’s Some Kind of Power: POWERADE Ignites New Brand Platform During March Madness®

By The Associated Press

ATLANTA--(BUSINESS WIRE)--Mar 13, 2018--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 on  Twitter,  Instagram,  Facebook  and  LinkedIn.

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.

View source version on businesswire.com:http://www.businesswire.com/news/home/20180313005870/en/

CONTACT: The Coca-Cola Company

Debbie Ebalobo

debalobo@coca-cola.com

KEYWORD: UNITED STATES NORTH AMERICA GEORGIA

INDUSTRY KEYWORD: SOCCER RETAIL COMMUNICATIONS ADVERTISING MARKETING FOOD/BEVERAGE SPORTS BASKETBALL

SOURCE: The Coca-Cola Company

Copyright Business Wire 2018.

PUB: 03/13/2018 09:21 AM/DISC: 03/13/2018 09:21 AM

http://www.businesswire.com/news/home/20180313005870/en

  • Associated Categories: Associated Press (AP), AP Sports, AP Online Basketball, College Sports, AP Business, AP Online - Georgia News, AP Business Wire - Georgia, AP Sports - Men's College Basketball
© Copyright 2018 AccessWDUN.com
All rights reserved. This material may not be published, broadcast, rewritten, or redistributed without permission.
CBS says work needed on Daniels interview
CBS News President David Rhodes says there's more journalistic work to be done before an interview with adult film star Stormy Daniels is aired
9:08AM ( 19 minutes ago )
UK Treasury chief claims 'light at the end of the tunnel'
Britain's Treasury chief Philip Hammond is claiming that there is "light at the end of the tunnel" for the British economy as he revised up the government's growth forecast for this year
9:03AM ( 25 minutes ago )
French singer pulls out of festivals amid protests
French musician Bertrand Cantat, who was convicted of killing his girlfriend 15 years ago, has pulled out of all the festivals he was scheduled to appear in this summer amid a growing wave of protests
8:58AM ( 30 minutes ago )
Associated Press (AP)
Despite suspension, Greece struggling to tame soccer bosses
Some say the legendary exploits of Alexander the Great are needed to cure Greek soccer of its violence and disorder, while others are hoping for a Herculean effort to fix the problem
6:48AM ( 2 hours ago )
UConn, Irish, Louisville, Miss St top seeds in women's NCAAs
UConn, Notre Dame, Louisville and Mississippi State are the No. 1 seeds in the women's basketball NCAA Tournament
2:41AM ( 6 hours ago )
Oh, sister: Venus beats Serena 6-3, 6-4 at Indian Wells
Venus Williams has defeated younger sister Serena 6-3, 6-4 in the third round of the BNP Paribas Open, ending Serena's first tourney since giving birth
1:41AM ( 7 hours ago )
AP Sports
Industry: $10B will be bet on March Madness, most illegally
America's gambling industry predicts $10 billion will be bet on the March Madness college basketball tournament _ nearly all of it illegally or off-the-books
12:37PM ( 20 hours ago )
Virginia unanimous No. 1 in final AP Top 25; Kansas to 4th
Virginia remains the unanimous No. 1 in the final AP Top 25 poll of the season, while Kansas jumped to No. 4 after winning the Big 12 Tournament
12:09PM ( 21 hours ago )
Things to know about NCAA tourney: No. 1s remember the Alamo
The No. 1 seeds in this year's NCAA Tournament should remember the Alamo
11:14AM ( 22 hours ago )
AP Online Basketball
Business as usual? Not really in this year's NCAA Tournament
Business as usual? Not really as NCAA tournament begins
2:05AM ( 1 day ago )
NCAA snubs USC, Notre Dame highlight NIT field
Southern California, Notre Dame highlight field for National Invitation Tournament after NCAA tournament snubs
10:53PM ( 1 day ago )
Gordon, Paul lead Harden-less Rockets past Mavericks 105-82
Eric Gordon scored 26 points and Chris Paul had 24 points and 12 assists as the Houston Rockets played without James Harden but beat the Dallas Mavericks 105-82
10:52PM ( 1 day ago )
College Sports
The Latest: Police cordon off new site in poisoned spy case
The French Foreign Ministry says the nerve agent attack on former spy Sergei Skripal and his daughter in Britain is "a totally unacceptable attack."
8:41AM ( 47 minutes ago )
US consumer prices rose modest 0.2 percent in February
US consumer prices rose 0.2 percent in February, a sign inflation remains mostly in check
8:31AM ( 56 minutes ago )
The Latest: France condemns poisoning of ex-Russian spy
The French Foreign Ministry says the nerve agent attack on former spy Sergei Skripal and his daughter in Britain is "a totally unacceptable attack."
8:26AM ( 1 hour ago )
AP Business
AP Online - Georgia News
AP Business Wire - Georgia
Villanova earns top seed in NCAA Tournament East Region
Villanova is tops again in the East
9:14PM ( 1 day ago )
The Latest: Xavier is No. 1 seed 1st time in school history
TBS announcer Ernie Johnson announced Xavier would get a No. 1 seed, but the Musketeers weren't sure they'd heard him right.
9:08PM ( 1 day ago )
The Latest: Dangerous dogs: Providence, South Dakota State
West Region has dangerous double-digit seeds in Providence, San Diego State and South Dakota State
8:38PM ( 1 day ago )
AP Sports - Men's College Basketball
CBS says work needed on Daniels interview
CBS News President David Rhodes says there's more journalistic work to be done before an interview with adult film star Stormy Daniels is aired
9:08AM ( 19 minutes ago )
UK Treasury chief claims 'light at the end of the tunnel'
Britain's Treasury chief Philip Hammond is claiming that there is "light at the end of the tunnel" for the British economy as he revised up the government's growth forecast for this year
9:03AM ( 25 minutes ago )
French singer pulls out of festivals amid protests
French musician Bertrand Cantat, who was convicted of killing his girlfriend 15 years ago, has pulled out of all the festivals he was scheduled to appear in this summer amid a growing wave of protests
8:58AM ( 30 minutes ago )
The Latest: Eastern Long Island braces for latest nor'easter
Eastern Long Island is braced for the brunt of the latest storm in the New York City metropolitan area
8:54AM ( 33 minutes ago )
Denver Broncos going after free-agent fix at quarterback
The Denver Broncos are hoping to repeat the success they had with Peyton Manning in pursuing another free-agent fix at quarterback. ESPN reported Case Keenum plans to sign with the Broncos when free agency opens Wednesday.
8:49AM ( 39 minutes ago )