Gatorade: Forget Me

This case study describes how Gatorade, an American manufacturer of sports beverages, cemented the legacy of a leading female athlete by deactivating her social media accounts.

Gatorade: Forget Me

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

Summary

This is the story of how Gatorade rejected convention and turned the tables on traditional athlete retrospectives.

Our strategy turned a farewell message into a challenge for our audience - their icon's legacy depended on what they did next, not on what she had already done.

On a day when all eyes were on Abby Wambach, we got her to her disappear from social media. On a day when everyone wanted to remember, we told them to forget.

Background & Assignment

With the core...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands