It's major exposure for the Coca-Cola brand, which ranks No. 2 in
the sports-drink category to Gatorade. Even though Powerade still
lags Gatorade in overall market share, controlling only 27.5% of
the category to Gatorade's 71.2%, the challenger brand is growing
at a rapid clip. In 2010, Powerade volume was up 24%, and its share
of the sports-drink category rose 2.9 points. Gatorade meanwhile,
saw volume rise 6.5%, while its share fell 3.2 points, according to
Powerade has already significantly boosted its ad spending in
the last year. In 2010, the brand spent $24 million on measured
media, according to Kantar. That's up significantly from $10
million in 2009.
"The year is off to a great start for Powerade, as the brand
continues to build on its momentum from 2010," said Yolanda White,
VP-Powerade brand marketing. "And 'Game Science' is only the tip of
the iceberg. We will have tremendous Powerade programming
"Game Science" introduces a new tagline, "Focus. Hustle.
Hydrate. Believe." The first ad from the campaign will feature
Chris Paul, a point guard for the NBA's New Orleans Hornets, and
will launch March 17 during the opening March Madness game. The
campaign also includes the "Ion4 Point Ranking System," a reference
to the four electrolytes found in Powerade. The ranking system
allows fans to see how teams rank based on various basketball
metrics, such as points scored and assist-to-turnover ratio. There
will also be in-store marketing, a partnership with sportswear
retailer DTLR, and sampling events and three-on-three tournaments
at more than 20 college campuses.
Ammirati, New York, is Powerade's agency.
"The inspiration for 'Game Science' came from consumer insights
about the mental and physical science athletes go through in every
move and every decision they make on the court," said Ilan Sobel,
general manager-Glaceau. "This theme also connects to the science
behind Powerade's Ion4 formulation, which keeps athletes hydrated
and on their game."