How Gatorade uses multiplatform storytelling to drive brand love
Some 50 years after a team at the University of Florida brewed the first batch of what would become Gatorade, PepsiCo continues to morph the iconic drink into a massive sports-fuel business division offering products including bars, chews and – starting in 2017 – custom hydration kits.
Kenny Mitchell, Gatorade's Senior Director/Consumer Engagement, says its expansion over the last decade reflects a commitment to evolving with the needs of athletes, from big-name pros to little leaguers. And that expansion is supported with a storytelling strategythat is evolving...