Drink Water
The Challenge
Everyday athletes think Gatorade isn’t for them – they believe water is all they need. Historically, Gatorade’s focus on the greatest athletes of all time makes it seem like a brand exclusively for the most serious athletes, leading everyday fitness enthusiasts to settle for water.
The Shift
Connected Gatorade to a new audience by subverting the expected ambassador model. Broke the mould for the type of stories Gatorade told, and partners it worked with, to create a meaningful connection with a different active audience and showed them why they should choose Gatorade over water when working out.
The Result
Gatorade means ultimate hydration for all athletes. We showed a completely new side of the ‘serious sports performance brand,’ leading to Gatorade No Sugar’s sales increasing by 46% compared to the same period in the previous year, beating out all competition, including bottled water.
