We needed to make people proud of their own sweat and make them believe that however ordinary they are, they can win from within.

So the challenge was: How do you make perspiration an aspiration?

With that posed, the brand aimed to increase its brand awareness and of course, volume share with it.

We wanted to make average players feel like they can win from within and feel like superstars even when they sweat a lot. So we set out to unleash the superstar athletes hiding in the inner depths of average Joes who aspire and perspire.

Inspired by this vision, we took a literal interpretation to the challenge and created specially designed shirts that made them really win from “within”, within their shirt that is. As games intensify, so did their sweating, which seeped through the fabric. The shirts then gradually revealed the names and jersey numbers of acclaimed football players.

After the designs were used in Gatorade’s sports marketing efforts, buzz about the brand rose a good 11 points in just one quarter versus the previous year and remains the market’s top of mind brand, rising six points to 89.

And the brand remains dominant in the category with an increased volume share to 92%, making them the reigning and leading brand of sports drinks in the country, and of course, the world.