Powerade is launching its limited-edition Xtra Sour line extension through a social-first strategy on TikTok. Utilizing the Branded Mission platform, the campaign encourages content creation using the hashtag #XTRASourMode. Participants have the potential to earn payment and visibility across Powerade's channels. The new line builds on Powerade's popular Sour beverages, appealing to the preferences of Gen Z consumers. Exclusive retail partnerships with Wendy's and 7-Eleven complement the launch, aiming to further engage the target demographic with appealing flavors and experiences.
Powerade's new Xtra Sour line leverages TikTok's Branded Mission platform for a social challenge encouraging creators to produce content using #XTRASourMode.
The brand is focusing on user-generated content to promote its new flavors, appealing directly to the Gen Z demographic through social media channels.
The limited-edition Xtra Sour flavors align with Gen Z's preferences, which increasingly favor sour beverages, particularly through TikTok engagement.
Retail partners Wendy's and 7-Eleven will feature exclusive offerings, enhancing Powerade's strategy to appeal to younger consumers.
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