Dive Transient:
- Powerade is embracing a social-first technique to help the launch of its limited-edition Xtra Bitter line extension, in line with info shared with Advertising Dive.
- The Coca-Cola model is leveraging TikTok’s Branded Mission platform to advertise a social problem which inspires creators and influencers to create their very own Powerade content material. Those that submit content material utilizing #XTRASourMode could have the possibility to be paid by the platform and featured on Powerade’s social channels.
- Along with the problem, which is about to launch on July 14, content material from model companions Jesser and Insane Shayne is about to seem throughout social platforms. Wendy’s and 7-Eleven will function unique retail companions as Powerade doubles down on Gen Z outreach.
Dive Perception:
Powerade is leaning into person generated content material for the promotion of its Xtra Bitter line. The selection to make use of Branded Mission, which was initially launched by TikTok in 2023, permits the sports activities drink to achieve numerous creators to drive content material creation with out having to go to influencers instantly. The platform permits manufacturers to overview eligible movies and amplify a choose quantity by way of promoted visitors.
The limited-edition choices, which are available in three flavors, construct off of Powerade’s Bitter line. The road, which launched final yr, has reportedly been notably well-liked amongst Gen Z customers. Along with retail choices, a zero-sugar model of the drink shall be obtainable solely at Wendy’s. Beginning Aug. 1, Xtra Bitter Grape Shocker shall be obtainable as a 7-Eleven Slurpee taste.
Gen Z has proven a need for sour-forward drinks. With roughly 60% of TikTok customers belonging to Gen Z, the platform has vital affect over the cohort. Powerade’s efforts look to mix the 2 elements.
The social-forward initiative is a departure from the model’s sports-centric strategy. Notably, Powerade took purpose at Gatorade in its March Insanity advertising and marketing marketing campaign. Whereas the activation surrounding Xtra Bitter isn’t devoid of sports activities advertising and marketing — the packaging nonetheless boasts the drink incorporates 50% extra electrolytes, in comparison with its rivals — it’s extra centered on tapping into Gen Z web tradition.
