Powerade, owned by the Coca Cola Company, is getting ready for the biggest campaign in the history of the brand, adage reports.

The drink known as an «Official Sports Drink of the NCAA» is sponsoring March Madness. During the series of events, Powerade plans on launching a new campaign dubbed ‘Game Science’. The title of the campaign refers to the science of moves and instincts that dictates the sportsman how to act on the court. The campaign has been created by Ammirati, Powerade’s ad agency.

The new campaign features a new tagline: «Focus. Hustle. Hydrate. Believe.» The first ad launched in course of the campaign will feature Chris Paul playing for NBA’s New Orleans Hornets and will debut on March 17.

Ilan Sobel, general manager-Glaceau, commented on the campaign: «The inspiration for ‘Game Science’ came from consumer insights about the mental and physical science athletes go through in every move and every decision they make on the court. This theme also connects to the science behind Powerade’s Ion4 formulation, which keeps athletes hydrated and on their game.»

The campaign continues the market expansion of the brand that began in 2010. Last year, according to Kantar, Powerade doubled its spending on advertising to $24 million in comparison to that of 2009.

Yolanda White, VP-Powerade brand marketing said, «The year is off to a great start for Powerade, as the brand continues to build on its momentum from 2010. And ‘Game Science’ is only the tip of the iceberg. We will have tremendous Powerade programming throughout 2011.»