Gatorade launches G Active water in new campaign

Gatorade has launched its new electrolyte water G Active with a new campaign asking audiences ‘what if your water was as active as you?’.

Created by TBWA, the four television spots feature a man made by G Active water doing box jumps, running and kick boxing.

Highlighting its three flavours of lemon, berry and orang, the campaign is set to roll out across TV with one 30 second and three 15 second ads.

Sister agency Eleven PR also contributed to the campaign by launching a ‘fitness hotspot’ last weekend.

The fitness hotspot was located on Sydney Harbour as a fitness pop-up area where participants had to pledge to get fit in order to enter.

Jamie Bruce, marketing manager at Gatorade, said in a statement: “We wanted to establish G Active as the smart hydration choice for busy lifestyles. This campaign was designed to get Aussies active and thinking about their fitness in a new way.”

Nitsa Lotus, managing director at TBWA Sydney, said of the Sydney Harbour activation: “The launch of this campaign celebrates active lives with a unique chance to workout on a location like no other, on Sydney Harbour with some of Aussies favourite fitness experts. It came with a catch – participants had to earn their place with exercise.”


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