In a deal with basketball superstar LeBron James, POWERade will roll out a new flavor next month along with a unique promotional program featuring LeBron James comic books.
The comic books, titled King James, are created by DC Comic and feature his superhero-caliber basketball skills. The comics will be available free with the purchase of three 32-ounce bottles of POWERade at participating retail locations. James fans can also receive a comic via mail by sending three labels from 32-ounce POWERade bottles.
Ten different cover designs for the comic have been created; four are available only by mail-in redemption; four will be exclusive to Kroger Stores; one is commissioned only for military commissaries and one general market cover will be available at retail and via mail-in redemption.
James, the NBA’s Rookie of the Year, was involved in every aspect of the creation of POWERade FLAVA23, from choosing its “sourberry” flavor to selecting its signature burgundy color to developing the flavor’s package graphics, which feature a stylized comic version of James soaring through the air.
A FLAVA23 Web site can be accessed through POWERade.com, which underwent a redesign as part of the launch, offering a behind-the-scenes look at the King James comic, art from all 10 covers, screen savers, wallpaper, e-cards and more.
The launch of FLAVA23, which hits store shelves Sept. 1, will be supported with an extensive print and online marketing program and in-store displays.