Gatorade: Don't Go Down

This case study describes how Getorade, a sports drink developed in the US, boosted Getorade's brand image by releasing a film featuring footballer Lionel Messi.

Gatorade: Don't go down

Agencies: TBWA Chiat Day LA / OMD Chicago / FleishmanHillard Chicago

Summary:

This is the story of how Gatorade, born in the swamps and heat of Florida to hydrate American football players, galvanized the world of fútbol by championing the shared belief between the world's greatest fútboler, Lionel Messi, and the brand that winning starts from within.

Instead of just selling carbs and electrolytes, we also inspired young fútbolers everywhere to play with honor, perseverance and courage — to never give in, never give up and never go down.

After all, in fútbol, as in...

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