Refinery29 x Gatorade: Sisters in Sweat

Sports-themed food-and-drink brand Gatorade joined forces with digital media and entertainment company Refinery29 to target teen female athletes in the US with a digital and social media campaign.

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...

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