Gatorade explores the science behind its products in Serena Williams-led spot

Dive Brief:

PepsiCo brand Gatorade unveiled a new campaign, "You Fuel Us, We Fuel You," featuring tennis star Serena Williams, NBA player Jayson Tatum, triathlete Lionel Sanders and professional soccer player Christian Pulisic, according to a press release shared with Marketing Dive.
Created with agency TBWA/Chiat/Day, the campaign includes a 30-second video, showing clips of the athletes engaging with Gatorade products and their sports.
The campaign highlights Gatorade's GXplatform, which lets athletes design their own bottles and "hydration pods," as well as the brand's G Endurance line designed for endurance athletes, and the no-sugar G Zero drink.

Dive Insight:

Gatorade is deploying "You Fuel Us, We Fuel You" and a cast of big-name athletes to highlight the science, technology and research that backs its products. The effort also showcases the brand's focus on customization and personalization through the GX platform. Consumers tend to be more responsive to brands that offer personalized experiences and products and respond to their needs.

The timing of the campaign's release near the start of the new year is strategic in connecting with athletes and fitness enthusiasts, as refreshing a fitness routine is a common New Year's resolution. The health and performance focus could also resonate with these consumers and help drive Gatorade brand loyalty and sales. Health drinks have become a key product line for major soda brands like PepsiCo, as young people are shifting to prefer healthier drink options over sugary soda.

One star of the spot, Serena Williams, has been a fixture in Gatorade's marketing in recent years. She is currently a top sports personality, especially among women and millennials, two key demographics for Gatorade. The fast-paced, athlete-starring spot is in line with the trend of brands experimenting with highly produced ads that mirror cinematic videos. Gatorade has previously scored with the approach in past campaigns. YouTube viewers voted Gatorade's "Heart of Lio" as "#TheYouTubeAd That Deserves a Best Picture," an award for the top cinematic ad.

Meanwhile, Gatorade in October dropped WPP agency VML as its digital agency of record after eight years. A brand spokesman said at the time that Gatorade would "be evaluating a differentiated model within the digital space," but didn't provide any other details.