Gatorade
The Way To Be Great
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Situation: Gatorade has long been the 800-pound gorilla of sports drinks. However, competitors new and old are constantly coming for the crown – flooding social feeds and commercial breaks with noise and deceptive half truths. While teen athletes still see Gatorade as the O.G., there was a need to cement what makes the brand distinct.
Objective: Reinforce the belief that to perform at your best, you need to be fueled by the best.
The Idea: “The Way To Be Great” - If you want to be great, you’ve got to learn from the greatest. And who better to write that blueprint than the greatest sports drink in history. Learn from the GOATs, and with the right fuel, you might just become one yourself.
Comms Approach: This big idea needed more than a strong message, it required Gatorade to show up with the unabashed swagger of the GOAT at every touchpoint. We delivered on this through three comms tasks.
Launch with impact by introducing our brand POV in high-profile moments and placements that can’t be ignored.
Reinforce relevance by elevating the youngbloods, speaking with the confidence of the new generation of athletic voices our target trusts.
Be a ubiquitous summer force by surrounding the biggest moments of the season, so no one forgets who’s #1.
The Work: Some of the key elements of the campaign included…
Hero film dropping Gatorade’s blueprint for greatness, narrated by one of hip-hop’s greats, Eminem.
High-impact digital out-of-home taking over major markets during launch week.
“League Dreams: The Way To Be Great” a long-form content series developed in partnership with Playmaker, showing the path to greatness for four top 2023 NBA Draft prospects.
Role: Led integrated campaign strategy and comms planning.
