To promote its new Xtra Sour product line, Powerade kicked off a TikTok Branded Mission in July 2025 with the hashtag #XTRASourMode. The campaign leaned into UGC, encouraging users to film dramatic reactions to their first sips of the mouth-puckering sports drink. Powerade partnered with influencers like Jesser and Insane Shayne and offered prizes to creators with standout sour performances.
Retail tie-ins with Wendy’s and 7‑Eleven further sweetened the campaign (or, in this case, made it extra tart). The blend of influencer marketing, creative incentives, and absurdity created a digital wave of scrunched faces and viral content.
Marketing Takeaway: Want to win Gen Z? Embrace the weird. Let creators drive the show and make your product the punchline.
- SOURCE: Marketing Dive
- BRAND: Powerade
