Cultural Tension
Gatorade is seen as fuel for elite athletes. Most people don’t see themselves in that world.
Brand Truth
You don’t need a stadium to sweat. Life gives you a hundred reasons a day.
The Idea
“Worth Sweating For” is a brand platform that expands Gatorade’s universe beyond sport to real life: parents, workers, dancers, makers, commuters, anyone pushing through something that matters.
Why It Matters
A performance brand becomes a humanity brand.
Resulting in stronger relevance. Higher sales.
A broader Gatorade for a bigger world.
Agency: TBWA Sydney
Client: Gatorade (PepsiCo)
