Brand owner: PepsiCo
Lead agency: Refinery29
Country: United States
Industries: Energy drinks
Media channels: Content marketing, Online video, Social media, Television, Word of mouth, advocacy
Budget: Up to 500k
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 understand why this was, and what they could do about it.
So, Gatorade came to digital media and entertainment company Refinery29 and, together, we designed a quantitative study, surveying 1,000 girls aged 13–18 who had dropped out of a sport, to learn more about the external and internal factors influencing their decision to drop out.