Gatorade’s New Era Of Athlete Ambassadors Starts With ‘Greatness Starts with G’

In the final week of May, Gatorade launched a new brand campaign called ‘Greatness Starts With A G’ which introduces a new team up of young sports star ambassadors and built around the idea that there are many paths to greatness – and they all start with G.

The campaign, created by TBWA\Chiat\Day, highlights the brand’s belief that every athlete takes their own unique path to unlock greatness and introduces the PepsiCo sports drink’s self-styled ‘next generation of great athletes’.

The campaign, which aims to highlight Gatorade as the fuel for great sporting careers, ran across social media channels and digital platforms and its launch coincided with the start of the NBA playoffs in the US and the UEFA Champions League Final in Europe.

The hero commercial – which features athlete endorsers DK Metcalf, Jayson Tatum, Sydney McLaughlin, Christian Pulisic, Lizzi Smith and Bryce Harper – encourages viewers to ‘fuel up with Gatorade, it’s time to get to work’.

“At Gatorade, we believe that athletic greatness doesn’t start in the spotlight, it begins behind the scenes, with hard work, day-in and day-out,” said Gatorade Head of Consumer & Athlete Engagement Jill Abbott. “This campaign sets out to celebrate all of the little moments of passion, motivation and dedication that fuel an athlete’s journey, and we brought together a diverse group of athletes to help us tell that story.”

Comment:

This campaign comes as part of PepsiCo general ramping up Gatorade’s fitness credentials recently and follows on from the launch of Gatorade brand extension Gatorlyte earlier this month which focused on the idea of rapid rehydration.