The Gatorade bottle is the baton in the relay between the sweating athlete and the same replenished athlete. This idea cut across all barriers of language. And brought out the brand truth of sweat replenishment. The Commonwealth games, watched by our target audience, both sports lovers and audiences, was a great place to associate brand Gatorade with. It was very relevant because it motivated potential athletes to train harder and push their limits. India bagged a total of 66 medals, stood third. And was one of their best performances at the Commonwealth Games.

The idea was to show the relay between the sweating athlete and his replenished self. The Gatorade bottle as the baton between the 2 athletes was the central element of design. Keeping the brand at the heart of the communication, the design approach was to be minimalistic. The elements were seamlessly integrated to create an iconic imagery for the brand. To an extent there was also no extra logo or line in the poster, making the bottle a clear hero. This poster was placed at professional and recreational sporting venues, during the Commonwealth Games 2018.

This idea added great value to the brand. As it brought out brand truth like never before. And the sweat replenishment aspect for the consumer in the simplest manner. Since it was released in the buildup and during Commonwealth games, it had a huge cultural impact. The message reached beyond the medium to raise brand equity of Gatorade among the thousands and millions of Indians. Although this promotion was not directly linked to sales, it bought a slight increase in sales during the Commonwealth games. We also got a total of 1.35 million impressions. And a cumulative reach of over 100 million on Television.