The official Sports Energy Drink for the NCAA in 2011 will be Powerade. Powerade in the sports energy drink department is currently ranked #2 only behind Gatorade. By becoming the official energy drink of the NCAA this will give the Coca Cola brand exposure. In a recent article in adage.com the stats show that Powerade as company rose up 24% in sales in 2010. They are looking to build up momentum in 2011 and have garnered a new ad campaign entitled "Game Science" featuring Chris Paul of the New Orleans Hornets. They will be using the tag line of "Focus, Hustle, Hydrate, and Believe." With this tag line Powerade will also be highlighting its "Ion4 Point Ranking System" a reference used in their drink. The exposure from the games being shown from March 15-18.
Powerade using the NCAA tournament to garner a new ad campaign is an interesting venue. The popularity of the Men's College Basketball has significantly decreased over the last 7 years as players are leaving early to the NBA draft. In my opinion the only way the popularity of this sports energy drink will increase during this venue is the uprising of a college basketball player with the hype of Carmelo Anthony. Can you say Jimmer Fredette ? With all the games being shown throughout the spring break weekend, I will have no doubt that young kids alike will head to the park to catch a game of hoops and have a Powerade sports drink in their hands to refill their "Ion4 Point Ranking System."
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