Powerade for the first time "will be front and center during March Madness, leveraging its designation as the 'Official Sports Drink of the NCAA' with a robust marketing campaign dubbed 'Game Science' and sideline presence" throughout the NCAA men's basketball tournament, according to AD AGE. The "Game Science" campaign, via Ammirati, N.Y, is the "biggest marketing program" in Powerade's history and is "all part of a broader deal Powerade inked last fall to have its products on the sidelines for all 88 NCAA championships." The campaign introduces a new tagline, "Focus. Hustle. Hydrate. Believe." The first ad will feature Hornets G Chris Paul and will launch next Thursday during the first full slate of games. "Game Science" also will include "in-store marketing, a partnership with sportswear retailer DTLR, and sampling events and three-on-three tournaments at more than 20 college campuses." Powerade "has already significantly boosted its ad spending in the last year." Kantar Media indicated that the brand spent $24M "on measured media" in '10, "up significantly" from $10M in '09 (ADAGE.com, 3/9).