Gatorade Zero: Keep Moving

Gatorade, a sports-themed food and beverage brand, launched its Keep Moving campaign in the USA to promote its Gatorade Zero product launch to athletes over the age of 25.

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...

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