We introduced the Day and Night flavours and the Day vs Night challenge: two sides of the same coin.Challenge: Santiago Amigo (Buenos Aires) and Takuma Takei (Tokyo); facing off in a race at the same moment in time. One running during the day, the other at night.Via a digital platform, people could support them. Thousands of runners responded sharing feelings and views on day and night running, and turned to Gatorade day and night flavours while training.The Day and Night insight was transformed into a product and a content platform to be consumed, lived and amplified.

In only 6 weeks, sales of Gatorade Day & Night surpassed an already aggressive 4 months volume forecast.300,000 unique visitors from 54 countries followed the challenge every step of the way on Gatorade´s website. 12,000 people followed the race lively via twitter. ESPN specials of the challenge and the 10K (revenge) were aired 6 and 5 times, respectively, to meet demand. Gatorade Challenge videos on ESPNPLAY.COM have been the site´s most viewed videos for more than 3 months. 3,000 “Day tweets” sought revenge when Takuma, the night ambassador, won the challenge. 3 million people talked about Day vs Night via Twitter.