Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
Gatorade Zero's launch campaign marketing objective was to generate awareness amongst Competitive Athletes (aged 25+) to drive penetration and be the primary growth driver for the business in 2019. Through the innovation research via quantitative and ethnographic qualitative we uncovered the greatest interest among our 25+ year old competitive athletes as their goals are now to maintain their health vs. improve their skills within a sport and a zero-sugar sports drink supported those goals, which shaped our campaign brief insight. Insights further helped shape the campaign by...