After Gatorade invented the sports drink category way back in the 60s, it spent the first half of the 2010s losing market share, as it faced competitors it never had before.
We were tasked to bring back some consistency and meaning to the brand, while reminding everyone of how long it’d been around by bringing back the iconic line and look of the 90s.
We started this multi-year campaign with a show of force: the biggest athletes on the roster voiced over by the greatest athlete ever. I can’t put up everything we made for this campaign but we’ve made at least 15 films and created hundreds of OOH assets.
The launch coincided with Caitlin Clark’s first game in the WNBA, and we capitalized on the moment with a teaser film. Amongst the noise of the moment, our quiet, simple film gained millions of views.
Then, the launch campaign sought to define the “IT” of the brand, and the unique “IT”s of our athletes: the unique motivation they have inside.
After our huge launch, we kept the momentum going for football season.
First off, we got the hype going. Starring fresh signing Lamar Jackson, we created a chant to help everyone get as fueled as possible for the season ahead.
Then, we rolled out an athlete story: the type of work that we have been pushing really hard to make since joining the account. This one told the story of Josh Allen’s difficult, unusual journey to being recruited to the Buffalo Bills.
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