Gatorade Sledge

This case study describes how Gatorade developed the Sledge campaign to show it understood all athletes and reconnect with the Canadian consumer.

Gatorade Sledge

TBWA\TorontoPepsico Canada

Situation analysis

Overall assessment

For 50 years, Gatorade has been a huge part of professional sport, visible on the sidelines of the biggest leagues and fuelling the greatest athletes while they compete.

Having the biggest names in sport use your product can be an inspiration for athletes, or it can lead to a belief that the product is only for the elite athletes they see in ads.

The latter was the case for Gatorade Canada when we began to see a drop in our measured KPI's of "brand I love" and "brand for me." With...

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