Gatorade

You want the drink? Earn it.

Gatorade was built for athletes. The sweat. The grind. The moments when your body needs more than water. But somewhere along the way, it became something people grabbed at gas stations and drank on the couch. Nothing wrong with that, but it wasn’t what Gatorade was made for. We saw an opportunity to remind people what the brand actually stands for.

The insight came from a simple truth: Gatorade is earned, not just consumed. It’s for the people who leave it all on the field, in the gym, on the court. The ones who sweat. We wanted to make that point in a way that was fun, memorable, and impossible to ignore.

I helped develop the creative for “Sweat It to Get It!” A hidden-camera campaign featuring Peyton Manning. The setup was simple: customers walk into a store to buy Gatorade, but they clearly haven’t been working out. No sweat. No effort. So Peyton makes them earn it. Push-ups. Jumping jacks. Whatever it takes to break a sweat before they can walk out with their drink. His surprise appearances brought humor and heart. The reactions were real. And the message landed perfectly.

Over 8 million views in the first week. A Silver Clio for Best Integrated Campaign. A Gold Addy Award. And a renewed conversation about what Gatorade is actually for. The campaign didn’t just sell a drink. It reminded people that the best things in life are earned.