Gatorade's formula for successful storytelling

This event report breaks down how Gatorade, the sports drink, effectively develops and measures its storytelling content.

Gatorade's formula for successful storytelling

Stephen WhitesideWarc

Having spent last year celebrating a half-century of refreshing thirsty athletes, Gatorade's marketing agenda is now firmly focused on the future.

"So much of our storytelling in 2015 was actually looking backwards: it was celebrating our heritage, celebrating our history," Kenny Mitchell, Senior Director/Consumer Engagement at Gatorade, told an audience at MediaPost's OMMA Conference during South by Southwest (SXSW) 2016.

"In 2016, as we embarked on our planning and we were thinking about how are we going to be approaching storytelling, we wanted to start with this one umbrella notion: We're closing...

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