- Coca-Cola’s sports drink brand Powerade is launching its latest flavor, Powerade Xtra Sour, with a challenge to TikTok creators to showcase the brand and their “XTRA summer selves” for a chance for payment and to be showcased across the brand’s social platforms.
- The brand will also have supporting creator content from brand partners Jesser and Insane Shayne.
- The challenge will begin on July 14 with a challenge to create the content showcasing the new flavors, Cherry Kicker, Grape Shocker and Peach Pucker, using the hashtag #XtraSourMode.
From Poppi’s Punch Pop to Sprite Tea, many beverage brands use the summer season to launch new flavors and test the waters with potential new year round products. Working with influencers allows the brands to connect with younger audiences, where these drinks might potentially gain traction.
The new flavor intro follows last summer’s launch of Powerade Sour and a brand refresh from early 2023, which coincided with the brand being folded in with Coca-Cola’s Bodyarmor as part of the company’s larger sports nutrition portfolio.
In addition to being available in stores and online throughout the summer all three Xtra Sour flavors will be available in zero-sugar versions at Wendy’s locations throughout the country. The Grape Shocker flavor will also be featured as Slurpee choice at 7-Eleven stores.
