A Spring 2023 Gatorade print and Instagram campaign in Latin America called #portrásdagrandeza (‘The Colour Of Greatness’), created by agency BBDO Argentina, uses real images of athletes and their tongues in moments of greatness to back up the brand’s claim that the drink is ‘Behind The Greatness’.
Based on the proposition that one of the things the world’s top athletes have in common is ‘greatness’, the campaign features real images of its team of sports star ambassadors and their tongues as it aims to offer back-up to the brand claim in Argentina, Brazil and Chile.
The PepsiCo owned sports drink’s ‘The Color of Greatness’ creative seeks to show how Gatorade genuinely lies behind every bead of sweat and every challenge by painting their tongues in colour to prove it was the world-leading hydration drink which kept them energised.
“Through a discovery in the athletes’ tongues, we found an easy way to demonstrate Gatorade’s presence, not just a simple advertising message,” outlined BBDO Argentina Chief Creative Officers Joaquín Campins and Christian Rosli. “Without any special resources, just editorial photos, we were able to show that when Gatorade says it stands behind greatness, it’s really true.”
The campaign was developed by a team at creative agency BBDO Argentina which included Chief Creative Officers Joaquín Campins and Christian Rosli, Creative Directors Juan Pedro Ferretti and Tomás Wilhelm, Art Director Cristian Bahamondes, Copywriter Arnaldo Aldana, Brand Manager María Pía Ithurralde, Head Of Client Services Rocío Serafini, Head Of Production Anita Pillado and Campaign Coordinator Sol De Martini.
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This is one of several South and Central American regional campaigns – another recent example is ‘Breakup Story‘ – bringing to life Gatorade’s current strategy of raising its profile throughout Latin America by highlighting how sport fuel the body and brain.
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