Powerade announced an all-new formula and new-look packaging at retail this year. Powerade’s new formula now comes with 50% more electrolytes compared with competitive sports drinks. The formula also includes vitamins C and B.
To complement the new formula, Powerade refreshed its packaging with a bold new look, featuring vibrant flavor colors on label to create an eye-catching lineup at retail shelves and prominently features “50% More Electrolytes” for consumers to see, the company says. Powerade’s innovation now is available in stores nationwide and online and will continue to come in 20- and 28-ounce bottles featuring several flavors including Mountain Berry, Fruit Punch, Grape, Orange, White Cherry, Lemon-Lime and Strawberry Lemonade.
As part of the larger relaunch in 2023, Powerade will announce a new 360-degree marketing and ad campaign ahead of March Madness, which will reposition the brand as a joint market leader in the sports hydration category, it says.
Additionally, starting in 2023, BODYARMOR assumed all responsibility for the Powerade brand in North America under the BODYARMOR Sports Nutrition umbrella of brands with a unified goal of becoming No. 1 in Sports Hydration, it says.