THE THINKING.

From Jordan to Messi and Serena, Gatorade has been known to be represented by the greatest athletes of all time. This meant that people who just hit the gym now and then, or played sports casually with friends, didn’t think Gatorade was for them.

The launch of Gatorade No Sugar gave us an opportunity to speak to a broader audience, drive consideration in more occasions, and strengthen the brand’s position.

Introducing Drink Water Rivera (yes, that’s his real name), a Filipino student who became a viral sensation due to his unique name and motto: hydration is life.

It was the perfect moment for Gatorade to join a cultural conversation as we show Drink Water delivering and embodying our message: when it comes to exercise, Water drinks Gatorade.

In a day, the film garnered over 2.9 million views and over 19 million earned media reach as the story was picked up by over 53 media outlets around the world. Gatorade No Sugar sales also increased by 237% versus the previous year, beating out all competitors’ growth rates.

The campaign also received 22 award nods to date, including two gold Clios.