Gatorade: Picking up bottles

Ron Diao, Doris Chen, Boying Chen

Gatorade, as the pioneer of sports drinks, is the choice of professional athletes at home and abroad, but consumers mistakenly believe that "professional athletes need to drink sports drinks, ordinary people don't". In the post-epidemic era, sports and health categories are growing steadily. Gatorade hopes to make more ordinary people realize its importance and break through business limitations.
Case Details

Brand: Gatorade

Brand Owner: PepsiCo

Main Agency: TBWA\Shanghai

Main agent company holding group: Omnicom Group Omnicom Group

Launched on the market: Mainland China

Industry: Beverage

Media channels: Influencers (Key Opinion Leader KOL, Key Opinion Consumer KOC), interactive/digital online (information feed advertising, online video advertising, video/micro-film, social media), social (Weibo), short video &Live (TikTok)

Budget: 1-2 million

case summary

In the post-epidemic era, sports and health categories have grown steadily, but consumers' inherent perception of sports drinks—"sports drinks are for professional athletes, not for ordinary people." has always limited Gatorade's...

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