At the start of March, PepsiCo’s market leading Gatorade launched ‘Fast Twitch’- a new sugar free energy drink – with an anthemic campaign that builds out from its original NFL tie-up to connect athletes and fans of the NBA, WNBA and MLB and which unveiled an endorser stable of athletes including Zion Williamson, Kahleah Copper and Francisco Lindor.
The new drink’s main nationwide launch and associated marketing campaign follows on from a trial/tease period in which the drink was initially made available exclusively to NFL professionals during the 2022/23 season, this drink is now available everywhere.
Indeed, the brand leveraged the immediate post Super Bowl period by suggesting that the secret behind the successful NFL season was ‘Fast Twitch’ as it engages fans curious about the lives of professional athletes and the things that forge and fuel elite sport by positioning the new caffeinated energy drink in the common ground between pro sports stars and fans.
Developed in partnership with Gatorade’s creative agency of record Big Spaceship, the US campaign spans national TV, OTT, social, digital and streaming audio.
Initially teased back in December 2022 (when the drink was available to NFL players only), the main campaign was spearheaded by a hero 30-second spot titled ‘Anthem’ which rolled out in early March and encouraged fans to ‘Start Fast With Fast Twitch’ and which aimed to bring to life that burst of energy many athletes feel in crucial big match moments – before a vital swing, a key lift, a crucial catch, or a game-winning dunk.
Gatorade Global Head of Sports Marketing Jeff Kearney stated: “Fast Twitch is an incredibly exciting new brand. We have built a dynamic athlete roster to match it. Joining all our NFL stars, Zion, Kahleah, and Francisco embody Fast Twitch through their highlight-worthy plays, infectious energy, and undeniable swagger.”
“Launching a new athletic energy drink that levels up any athlete’s pre-game routine is a big deal. Our rostered pros, including the likes of George Kittle and Kahleah Copper, truly live the pre-game hype and swagger that Fast Twitch is all about,” added Big Spaceship ECD Steve Street. “We paired their explosiveness with a track by SAINt JHN and the energy dial took on a life of its own.”
The campaign was created for Gatorade by a team at agency Big Creative which included Chief Creative Officer Cedric Devitt, Executive Creative Director Steve Street, Creative Directors Kristen Kriisa and Liz Agans, Group Design Director Cory Galster, Design Director Warren Teo, Managing Director Lindsey Molsen, VP Production Jordan Makow, Executive Producer Brian White, Senior Producer Anna-Maria Egisto, Managing Director Stacey Zimmerman, Group Account Director Lynn Tran, Account Supervisor Justine Dacanay, SVP Strategy & Analytics Dan Bort and Strategy Director Ben X Trinh.
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Hot-on-the-heel of the main, nationwide launch campaign, Fast Twitch’s marketing plan also includes a significant presence at and around 2023 March Madness (the NCAA Men’s and Women’s Basketball Conference tournaments), as ell as through the remainder of NBA regular season and play-offs, as well as having WNBA ad inventory, a presence on the 30 March MLB Opening Day/Night.
Fast Twitch is a new sports energy drink from Gatorade developed with 200mg of caffeine, electrolytes and no sugar to ‘help athletes focus the mind and power the body for athletic performance’.
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