Dive Brief:
- Gatorade, a PepsiCo brand, launched a new global campaign featuring soccer stars Lionel Messi, Roberto Carlos and Robert Pires a week ahead of the start of the FIFA World Cup, per a press release.
- A video spot, “The Next Ninety Minutes,” focuses on how athletes mentally and physically prepare for a challenge. The title refers to the length of a professional soccer game.
- The sports drink brand is also releasing a limited edition of its Gx Bottle, which was co-designed by Messi. The design embraces Art Deco and Art Nouveau styles to celebrate Messi’s Argentian heritage. It is available only in the U.S. at Gatorade.com and in select stores.
Dive Insight:
Gatorade’s new campaign capitalizes on World Cup excitement while also reflecting Gatorade’s evolving and expansive sports strategy. The bottles, which heavily feature Messi and his Argentinian heritage, lean into collectible culture, which has proven popular with younger generations.
The hero film shows Messi walking down a player’s tunnel, Gatorade in hand. Press camera’s flash as the film cuts to soccer players practicing in the rain and fans waiting in anticipation. The final moments show Messi leaving the tunnel, leaving any pressure behind so he can focus on the game.
Hero videos have been common for this year’s World Cup, with brands such as Coca-Cola and Budweiser making use of them in their own campaigns. Budweiser’s hero video also features Messi. Outside of World Cup marketing, inspiration has always been a key touch point of sports advertising. Recently, Under Armour employed Tom Brady to inspire young athletes to stop comparing themselves to other players, but to instead focus on their own greatness.
Gatorade has embraced a series of strategic shifts this year. While its parent company is no longer hosting the Super Bowl Halftime Show, the sports drink is still building its relationship with the NFL by producing a new drink for players which will become commercially available in 2023. It also recently released a caffeinated energy drink, Fast Twitch.
