Gatorade: The Super Bowl Dunk

This case study shows how Gatorade, a sports drink, used a popular Snapchat filter to increase sales and brand awareness in the US during the Super Bowl.

Advertiser: Pepsi Co / GatoradeAgency: VMLCountry: USA

Objectives

Gatorade is a key part of the moments that matter in sport, and there’s nowhere this is more apparent than America’s biggest football game, the Super Bowl. You see the Gatorade Bolt logo at media day (where the players address the media and pose for pictures) on towels draped over the shoulders of many star athletes. And the brand dominates the sidelines with its signature orange coolers and green squeeze bottles. But Gatorade’s biggestpresence during football’s biggest game has become a pop culture phenomenon: the...

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