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National Media Planning & Challenger Brand Strategy
Client
POWERADE
Type of Client
Beverage
Category
Media Planning
Role
Media Planner
Date
2020
BRIEF
POWERADE sought to reposition the brand as the most empowering sports drink for everyday athletes by shifting perception away from value and toward personal power. The goal was to outmaneuver category leaders, drive mass awareness, and reconnect with athletes across key moments in their beverage journey through a national, multi-channel media strategy.
WHAT I DID
Served as Media Planner supporting POWERADE’s national 2021 communications strategy
Helped develop a large-scale, integrated media plan spanning TV, digital video, paid social, audio, search, and out-of-home
Planned media around key tentpole moments, including March Madness, to drive breakthrough awareness
Allocated media across journey phases to balance reach, consideration, and trial
Supported precision targeting strategies to reach everyday athletes with minimal waste
Helped align channel mix, timing, and investment to reinforce the “More Power for Me” brand positioning
