Campaign details
Brand: GatoradeBrand owner: PepsiCoLead agency: Refinery29Country: United StatesIndustries: Energy drinksMedia channels: Content marketing, Online video, Social media, Television, Word of mouth, advocacyBudget: Up to 500k
Executive summary
Gatorade wanted to build brand love by sending a strong message to a group the brand hadn't targeted before – teen female athletes in the US.
Energized by recent cultural moments like the Women's March and the #MeToo movement, the brand noticed that girls were abandoning organized sport at one-and-a-half times the rate of boys. They wanted to...