The ‘world’s most researched sports drink’ will encourage consumers to celebrate sweat in a £2m campaign that goes live in the UK from 16 May.
The ‘we love sweat’ campaign has been designed to capture the emotion felt by athletes when they give their all during sport and exercise. The TV creative illustrates a man running while describing that sweat brought on by exercise represents his achievement.
The ad communicates that Gatorade replaces everything you lose in sweat while refuelling your muscles without the addition of artificial sweeteners, colours, flavours and no preservatives. The engaging TV advert is supported by a press campaign that features everyday athletes, as well as sporting icons such as Kaka (Inter Milan and Brazil), Usain Bolt (100m Olympic Games champion) and Delon Armitage (England rugby), all showing that sweat represents their effort, passion and commitment.
Gatorade senior brand manager at Britvic, Darren Morris, said: “The new advertising campaign highlights that Gatorade can help anyone taking part in physically demanding activity, through giving back what’s lost through sweat. It also draws attention to the fact that we’re the only credible sports drink on the market with a ‘no artificial’ proposition. We’re positive that this campaign will increase consumer awareness and drive trial of the product, which we know has strong repeat rates with our consumers.”
Gatorade is part of the second fastest-growing subcategory within soft drinks, which is now worth £166m and up 7% according to ACNielsen (27 Dec 2008). The brand’s full launch in 2008 was a major contributing factor to this success, adding £5m worth of sales to this subcategory.
Source: Britvic
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