Gatorade is the worldwide leader in the sports drinks category and has historically communicated the importance of high-quality hydration, focusing on the performance of high-end professional athletes.
But, since a few years back and with the objective of seizing growth opportunities, the brand is changing the game and broadening its target to connect with new audiences apart from the competitive athlete segment.
This means, moving further away from “sports only” to “every active” occasions.
Because it’s not about the level, but the motivation, what drives us.
And in that journey, we can all perform at our best, with Gatorade as an ally to fuel us with the energy and confidence to keep going.
In this film, we portray a young man’s bond with sports after a painful break up.
Something we’ve all experienced: some sort of love disappointment.
Nothing necessarily serious, but that can feel like the end of the world.
This film is a simple, human, and empathetic story. Narrated with touches of humor and irony, that shows how sports, endorphins and sweat help the protagonist strive through a difficult moment, restoring his confidence and self-esteem, and transforming him into a more vital person than he was before.
This film states that we are all athletes.
That, whatever our motivation or goals we can perform at our best. And that Gatorade fuels us on this journey, giving us the energy to continue. With this content, the brand seeks to strengthen its connection with amateur athletes and boost the indicator “for someone like me”, establishing the key message that Gatorade is the sports drink that provides you the energy and confidence to keep going.
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