With the NCAA Men’s Basketball tournament in full swing, many brands are trying to take advantage of this key engagement period with millions of fans. And just like the performances of the teams, some are failing while others succeed… and for me, none more than Powerade!
Powerade launched a totally integrated “Power Through” campaign just ahead of March Madness (that will run through the national championship game) that includes TV, print, and digital elements.
The power? The Coca-Cola-owned Powerade latches onto the perennial American love of the underdog to imply that they are “the little guys” to PepsiCo’s monster, Gatorade. And when better to be the underdog than this year during March Madness! (GO Florida Gulf Coast University!)
So smart! Not an underdog in my book. Cause sometimes it’s not the size of the dog in the fight, as the saying goes, but the size of the fight in the dog!