POWERADE and Flau’jae Johnson Release 'WHAT IT TAKES'
POWERADE has partnered with LSU basketball star and hip-hop artist Flau’jae Johnson to release a new song and music video titled 'WHAT IT TAKES.' The collaboration is timed to coincide with the excitement of March Madness 2025.
The 'WHAT IT TAKES' track was produced by Lyrical Lemonade and serves as an anthem celebrating perseverance, hard work, and the relentless pursuit of excellence. The song and video, which debuted on March 14 across social media and streaming platforms, are part of POWERADE’s broader 'IT TAKES MORE' campaign.
This collaboration marks POWERADE’s second consecutive March Madness campaign with Flau’jae Johnson. The campaign will be supported by extensive activations, including national television ads, digital content, and out-of-home advertising, running throughout the Men’s and Women’s tournaments.
Image Credit: POWERADE
The 'WHAT IT TAKES' track was produced by Lyrical Lemonade and serves as an anthem celebrating perseverance, hard work, and the relentless pursuit of excellence. The song and video, which debuted on March 14 across social media and streaming platforms, are part of POWERADE’s broader 'IT TAKES MORE' campaign.
This collaboration marks POWERADE’s second consecutive March Madness campaign with Flau’jae Johnson. The campaign will be supported by extensive activations, including national television ads, digital content, and out-of-home advertising, running throughout the Men’s and Women’s tournaments.
Image Credit: POWERADE
Trend Themes
1. Celebrity-driven Marketing Campaigns - Leveraging the influence of celebrities in marketing strategies can dramatically enhance brand visibility and engagement, particularly during high-profile events like March Madness.
2. Music-infused Brand Collaborations - The integration of custom music tracks into advertising campaigns offers brands a unique platform to connect emotionally with audiences through shared cultural experiences.
3. Interactive Multi-channel Advertising - Engaging consumers across various media channels—from social media to TV—provides a more immersive brand experience, increasing reach and consumer interaction.
Industry Implications
1. Beverage Industry - Collaborations with popular figures from the music and sports sectors can revitalize a brand's image and expand its market demographics, particularly through dynamic marketing campaigns.
2. Entertainment Marketing - The blending of music production with brand campaigns highlights a shift towards entertainment-centric marketing strategies that resonate with younger audiences.
3. Sports Partnerships - Aligning with major sporting events such as March Madness allows brands to tap into a vast, engaged audience, elevating their market presence through targeted sponsorships and campaigns.
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