Powerade USA extended its ongoing ‘That’s Some Kind Of Power’ campaign with a new phase revolving around the release of a customisable set of ‘sympathy cards’ for sportspeople to apologise to their rivals and teammates for their own dynamic playmaking.
The physical, digital and social creative is hubbed around a ‘sorry’ microsite at https://sorry.powerade.com/ and the creative adopts the visual style and tone so familiarly associated with sympathy cards: each card includes a ‘sorry, but not sorry’ message.
One card has an image of a bicycle kick and inside is the dedication “I was trippin’. I’m sorry I scored so many goals on you like that. I hope this doesn’t affect our friendship”), while another shows a basketballers consoling a colleague and the copy inside the card reads “Sorry you didn’t get to plaay the last game. Being my backup isn’t an easy job. Thinking of you.”
Powerade believes that ‘all that power requires some responsibility’ and encourages consumers to send in their own customised card to the link in our bio using the hashtags #ThatsSomeKindOfPower #FeelsGoodToApologize #DoTheRightThing #PowerThrough
The cards are promoted with a showcase social spot running on the brand’s YouTube channel
and supported on Twitter,
One minute you’re drinking Powerade. The next minute you’re making someone look real bad. Let them know you care with a customizable card at https://t.co/FM6AGAB2QT. #ThatsSomeKindOfPower #PowerThrough pic.twitter.com/sdGbaDt5lm
— POWERADE (@POWERADE) August 22, 2018
and Instagram.
The creative, developed with creative agency Wieden+Kennedy, aims to drive viewers to the initiative’s digital hub at https://sorry.powerade.com/ where they can personlaise and send their very own cards.
Comment:
Inventive and unusual enough to stand out, this strand certainly offers a point of difference in the sports and energy drinks spaces.
This imaginative new phase of ‘That’s Some Kind of Power’ follows on from previous spots in the evolving series leveraging various different sports.
The campaign initially broke during NCAA March Madness (see case study).
Links:
Powerade USA
https://www.youtube.com/user/PoweradeUS
https://www.instagram.com/powerade/
https://www.facebook.com/Powerade/
Wieden+Kennedy
