We created a Gatorade package that comes with a towel. A motivational message printed on the towel challenges you to sweat even more. Through Gatorade+Towels, we were able to talk directly to our consumers while encouraging them and supporting an even harder workout.

With this idea, the Gatorade package isn’t just a package. It’s a coach. It’s a training partner. It’s brand experience. People responded very well. The proof was the positive response on social networks.