To create an impactful, unique and practical direct medium that would build brand awareness and boost Gatorade consumption.

We created a Gatorade Smart Rehydration T-shirt which indicated level of sweat lost and recommended the exact amount of Gatorade the exercisers would need to rehydrate. These T-shirts were given to the exercisers before working out so that when they changed their clothes, they would try our t-shirt on right away to test their sweat measurement.

Result: Exercisers wore them and became mobile advertisements.Exercisers understood the benefits of the sport drink.Sales of Gatorade increased by 20% compared to the previous 3 months.