Brand
Campaign
Agency
Campaign
Agency
Gatorade
It Hasn’t Changed
TBWA\Chiat\Day
Gatorade was approaching 60 years. The drink that invented the category found itself with a line of imitators nipping at their heels. With these new viral "sportdrinks" that have no scientific backing taking market share, we needed to assert our dominance and remind everyone the iconic nature of the brand that started it all.
Result
We brought back an iconic tagline, iconic visual device, and an iconic athlete to bring Gatorade to a whole new generation and created the biggest campaign in brand history.
This multi-year campaign started with the biggest athletes on the Gatorade roster, voiced over by the greatest, most iconic athlete of all time:
After our launch, we rolled out our athlete stories.
This one told the story of Josh Allen’s difficult, unusual journey to being recruited to the Buffalo Bills:
This one told the story of Josh Allen’s difficult, unusual journey to being recruited to the Buffalo Bills:
& this one is a story of A’ja Wilson’s motivation in becoming one of the greats in the WNBA:
Sadly, l can’t put up everything we made for this campaign but we’ve made at least 10 more films and created hundreds of OOH assets and counting.
Here are a few of the OOH:
Here are a few of the OOH: