Gatorade No Sugar launches new brand positioning via Akcelo

Gatorade is asserting its superiority when it comes to fuelling our workouts, partnering with creative agency Akcelo to launch its new positioning, ‘Water wasn’t made for this’.

The agency is one of several on the Pepsico roster, and has previously completed work for the FMCG group’s Doritos brand.

The campaign features a brand film shot by TAXI Films’ Justin McMillan, acknowledging the importance of water to life as we know it, though recognising where its limits lie.