Gatorade: The Science of Re-Branding

Gatorade WebWell, it wouldn’t be a Gatorade ad without showcasing a world-class athlete, now would it?

Yet while the brand’s new campaign, Your Game Is Our Lab, continues to feature some of the biggies, like track Olympian Usain Bolt, NFL defensive end J.J. Watt, MLB hitter Bryce Harper and WNBA guard-forward Elena Delle Donne, it also brings Gatorade back to its scientific roots. This refocus on sports fuel and hydration allows for the introduction of innovations like: protein bars, vegetable-based nitrate boosts, protein-enriched yogurt, and even a new bottle cap technology that measures/tracks hydration rates. This cool new “smart bottle” uses a microchip and disposable sweat patch to actually update athletes on their sodium loss. When the light flashes on the cap, it’s time to drink!  What a great example of bringing brand promise right to the playing field.

This campaign is a GWH W.T.F. Award (Winner, Toss-up, or Flop) WINNER! Gatorade’s approach is spot on to deliver against its stated mission to “search for and study new and innovative ways to help athletes improve performance by facilitating proper hydration and nutrition.”



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