Gatorade & TBWA/Chiat/Day

TBWA/Chiat/Day began an advertising campaign to transform the way people viewed Gatorade and make it an even more popular sports drink brand. Part of this campaign started with changing the way Gatorade saw itself so that it could transform into a modern sports culture brand and expand its products. TBWA/Chiat/Day wanted to change Gatorade’s perspective from “just a sports drink to a catalyst for athletic achievement.” This began with a redesign of Gatorade’s marketing strategy and a mutual desire to challenge other sporting companies by releasing a larger product line. 

The overarching idea behind Gatorade’s new advertising that would fall under the plan of action created by TBWA/Chiat/Day was suggesting to consumers that what you put in your body is more important than what you wear on your body. Commercials conveyed this message to its viewers by displaying “IN>ON” in large white typography over athletes that seem to be failing at their sports in the background. After the athletes consume a Gatorade product viewers begin to see these athletes that were previously failing, begin to excel and achieve their goals in their sport. 

This campaign not only increased profits for Gatorade, but it was a successful campaign in achieving the goals that both companies set for themselves. TBWA/Chiat/Day wanted to reinvent and update the ideas consumers had about Gatorade. Both companies wanted to achieve the position of being more competitive to other sporting competitors, this was done using the message of “IN>ON” in their commercials . Gatorade was also able to expand its new line of products successfully with the helpful advertising from TBWA/Chiat/Day’s advertisements that made them grow popular.