Leveraging the FIFA 2023 Women’s World Cup and its partnerships with four of the competing nations, Gatorade reaffirmed its commitment to equality and inclusion and to the teams through a multi-market campaign called ‘Every Last Drop’ and focused on the responsibility players feel when wearing their country’s jersey.
The PepsiCo owned brand’s campaign, developed by the agency ISLA São Paulo, rolled out in late July in four of the countries competing in Australia and New Zealand with which Gatorade holds an official women’s national team sponsorship: Brazil, Canada, Costa Rica and Colombia.
The content runs across TV and the brand’s official social media channels backed by local spin-offs.
The creative explores the sense of responsibility athletes feels when they pull on their national team kit. The narrative arc suggests that in the key moments of pressure it is ‘only preparation, teamwork and leaving every drop of sweat on the pitch that can lighten the weight that comes with the honour of wearing the national jersey’.
The creative uses a suit of armour as a visual metaphor for the feeling of responsibility and the weight soccer stars feel when wearing their national team shirt and shows Gatorade helping to alleviate that feeling of weight by helping players perform at their peak in the most important moments.
Gatorade, the world’s bestselling sports drink, highlights the role of sweat in such great physical challenges and positions its brand as accompanying and supporting the soccer stars as they shed perspiration through rapid rehydration and recovery before, during and after these moments when it’s all or nothing.
The hero ‘Gatorade – Every Last Drop’ spot rolled out across TV, digital and social platforms from 28 July and was supported by country-specific and tournament-related social content.
https://www.youtube.com/watch?v=dDfKoYwQHjg
“With this campaign, we once again want to encourage sport, show the importance of hydration and, of course, praise our athletes, who count on the help of Gatorade in every training session and now, in this important moment”, said Gatorade Brazil Marketing Manager Jorge Natteri.
“The weight of the jersey is born from a universal football insight and connects with all the sweat behind those who conquer the privilege of representing a country,” added ISLA São Paulo Partner and CCO Rodrigo Grau.
The campaign was commissioned by a client team at Gatorade which included Marketing Directors Martin Watson, Alfredo Della Savia and Gonzalo Chigo, Marketing Managers Alvaro Ascenzo and Jorge Natteri, plus Brand Manager Ana Guimarães.
The creative agency was conceived the campaign was ISLA São Paulo where the team was led by Chief Executive Officer Martin Montoya, Chief Creative Officer Rodrigo Grau, Creative Director Leandro Ezquerra, Copywriter Vinicius Dias, Art Director Isabele Ramos, Planning Director Marcus Freitas, Project Manager Juliana Silva, Community Manager Alice Rosa and Head Of Production Coqui Gimenez Uriburu.
Production was handled by Primo with Directors Santi Dulce and Magui Arrieta, Executive Producer Caro Cordini, Producers Gala Gonzalez Costes and German Lentini, Art Director Aureliano Gentile and Costume Designer Greta Ure.
Post production and VFX was by Primo with Editor Paula Baialardo, Colourist Alejandra Lescano and Coordinator Seba López. While music and sound was run by Porta Estudio and Papa Music.
Comment
This Women’s World Cup campaign follows in the footsteps of a wave of recent Gatorade rehydration campaigns during summer 2023 such as ‘Rapid Rehydration’, ‘Confidence Coaches’, ‘Be Like Mike’ and ‘The Colour Of Greatness’.
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