Gatorade

The Challenge – Gatorade was known as a hydration beverage for athletes, but over time, its use had become widespread in casual, non-athletic contexts. The opportunity was to reaffirm Gatorade’s association with physical exertion and reinforce the message that it is specifically designed to fuel athletes and those engaging in intense physical activities.

The Insight – Research revealed that people were often drinking Gatorade for non-athletic occasions, presenting an opportunity to refocus its purpose as a performance beverage for workouts and sports. Our objective was to create a campaign that encouraged people to drink Gatorade only when working hard and sweating. Our strategic approach used a playful and memorable narrative to remind audiences of the effort required to “earn” a Gatorade, reinforcing its role as the ultimate companion for physical exertion.

The Solution – As a key contributor, I developed the creative strategy for “Sweat It to Get It!”—a hidden-camera campaign featuring NFL star Peyton Manning. The concept centered on customers attempting to buy Gatorade who clearly weren’t engaged in athletic activity; they had to “sweat it” by performing physical exercises to earn their drink. Manning’s surprise appearances brought humor and authenticity, capturing genuine reactions and reinforcing the connection between Gatorade and physical exertion. This engaging approach highlighted that Gatorade is for those who truly put in the work.

The Impact – The Sweat It to Get It! campaign successfully reaffirmed Gatorade’s association with physical activity, garnering over 8 million views in its first week and significantly increasing engagement on social media. The campaign sparked conversations about the importance of earning hydration through effort and resonated with athletes and fitness enthusiasts. It received critical acclaim, winning a Silver Clio Award for Best Integrated Campaign and a Gold Award at the 2022 Addy Awards. By reinforcing Gatorade’s purpose as a performance drink for physical exertion, the campaign helped solidify the brand’s commitment to fueling hard work and athletic dedication.