SWEAT IT
TO GET IT

Gatorade is consumed in many different occasions beyond those related to sports and fitness. However, the brand’s products are specifically designed to fuel athletic performance. To reinforce this point for Gatorade’s core target (13-24 Competitive Athletes), the brand called in a few NFL legends (Peyton Manning, Eli Manning & JJ Watt) to show young people what it takes to earn your Gatorade.

You have to sweat it to get it.

This improvisational hidden-camera series hilariously captured live reactions from passersby who were simply looking to get their Gatorade. They quickly found out from the NFL superstars that hard work pays off.

My Role: As Brand Director, I was responsible for delivering content that showed significant lift in core brand equity metrics, including ‘Gatorade is a brand for me” and “Gatorade offers the best sports nutrition products for athletic performance.” With Sweat It To Get It, I led the project from concept development through production and marketing activation. The platform drove significant lift with our target audience against core equity metrics thanks to its funny twist on delivering functional messaging.