In Germany, we call the moment during sporting activity when you think you can’t carry on: innerer Schweinehund. In English, it means "inner pig dog". The creative idea was to create posters showing in a very eye-catching manner that Gatorade kills “the inner pig dog". The internet link www.innerer-schweinehund.net lead to a microsite showing the inner pig dog being 'killed'. From here, the user was directed to the Gatorade homepage.

During the campaign flight in summer, there was an increase in traffic to the Gatorade homepage of 17.4%.