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Integrated PR Campaign: Repositioning Gatorade as the GOAT sports culture brand for the next generation of core competitive athletes

Ask: 

Problem:

Insight:

Solution:

How do we showcase Gatorade as more than just a beverage brand?
Gatorade has been typcast within the traditional sports and messaging no longer resonates with the target.
The next generation of core competititve athletes partake more in alternative sports than traditional.
Reposition Gatorade as the premier culture brand for today's unconventional athlete, showcasing how you can be the GOAT of any sport with determination.

Gatorade is the GOAT

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Gatorade came to fame in 1965 when the University of Florida Football team partnered with scientists to create a drink that fueled players with electrolytes lost in the game.

"Gator-aid" soon became a sensation, and is now known as the athletes drink. The brand stays relevant today through strong partnerships and solid brand recognition.

However, Gatorade is losing loyalty and sentiment with the generation they crave it from most: Young Gen Z, aged 13-17.

To maintain "coolness", a rebrand is necessary.

"I don't care about football"

Gatorade's main challenge is getting stuck in the mold of traditional sports.

While Gatorade found original brand success with devoted ties to athletics such as football and basketball, times are changing, and the target audience simply doesn't care as much for these categories anymore.

What does Gen Z care about? A myriad of things: Sports, naturally, but also music, fashion, trends, and a variety of pop culture moments that Gatorade isn't capitalizing on because they are steadfast in dumping the bucket.

Time to toss the bucket and grab ahold of something new, fresh, and exciting.

 

150 surveys, 12 interviews, 2 focus-groups

"I can't associate them with any pop culture moment or influencer."

75% surveyed 13-17-years-old
100% familiar with Gatorade

55% take part in "alternative sports" (dance, horseback-riding, taekwondo)  

"I do professional dance and we all drink Gatorade. But all [Gatorade] cares about is football."
"I like seeing kids my age be the best at their sport.
It motivates me."

When asked what the #1 sports culture brand is, 85% stated Nike.

Gatorade can become an iconic sports culture brand by tapping into unconvential athletics

Current Brand Image:
Desired Brand Image:
Brand Image Challenge:
Strategic Message:

The target audience agrees that Gatorade is convenient, affordable, and a staple of the category, but that Gatorade has little to no presence in pop culture. They are becoming stagnant.

Gatorade is the sports culture brand, tying into pop culture moments through fashion trends and relatable spokespeople. This sets Gatorade up as the #1 brand for the next generation of core competitive athletes.

Gen Z doesn't feel that Gatorade sees them for who they are. Gatorade appeals to their traditions but makes no effort to meet Gen Z where they're at

Partner with relevant influencers outside of what Gatorade usually associates with "sports" and create an interactive experience that allows Gen Z to feel like Gatorade really understands them.

Deck showcases presentation to PR agency FleishmanHillard as part of a campaign competition

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Our team of 4 won the client against 3 other teams due to our ability to drive the strategy throughout the entire campaign and achieve our desired brand image.

Why this works

Branching out
into new territory: 

Staying true to
Gatorade's Roots:

Emphasis on
the unconventional:

Gatorade values and supports young athletes who venture outside Gatorade's original scope of "traditional", stepping into these athletic ventures and into a new world of culture.

In the 80s, Gatorade launched the "Be like Mike" campaign. They still believe that anyone can be the GOAT of their sport, regardless of what sport they choose.

There is a market outside of football and basketball that Gatorade simply never touched, opening a broad spectrum of opportunity for the brand to innovate with the new generation.

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