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.
The out-of-home (OOH) includes a series of pictures Gatorade bottles sat beside imagery of an intense workout, demonstrating how the product matches the demands of physical exertion.
The campaign will also appear in a number of ambient placements where exercisers sweat the most – at the top of a flight of stairs, on heavy kettlebells, pull-up-bars, and outdoor gyms.
An example of the OOH execution
Vandita Pandey, chief marketing officer ANZ of PepsiCo Snacks and Beverages, said: “This new positioning puts a really relevant spin on hydration, something exercise fanatics take extremely seriously. It’s exciting to go beyond the usual media placements and utilise some hyper-targeted opportunities to speak to people during sweaty moments.”
Aden Hepburn, CEO of Akcelo, added: “In a category defined by fast-paced, high octane visuals and nothing but glossy, muscular and impossibly toned physiques, we opted for a different take – a powerful insight, executed with stillness, simplicity and craft. This work represents a big shift for our partners at PepsiCo, and we couldn’t be prouder to play our part.”
Some of the campaign’s ambient placements
The campaign film launches across BVOD, in stadium and social media platforms, with supports in OOH, social and the ambient placements.
Credits:
Agency: Akcelo
Group Creative Director: Louise McQuat
Creative Partner: Jon Foye
Creatives: Henry Wall, Grga Calic
CSO: Dave Di Veroli
Strategy Director: Sarah Tan
Client Partner: Sarah Pang
Account Director: Raquel Ware
Senior Producer: Stephanie Ceccaldi
Integrated Producer: Dan Burns
Executive Events Producer: Michal Frydrych
CEO: Aden Hepburn
Client: PepsiCo Australia
Vandita Pandey, CMO ANZ Snacks & Beverages
Susan Press, Head of Beverages Marketing, ANZ
Eric Burke, Marketing Manager
Brad Fisher, Brand Manager
Belinda L’Estrange, Marketing Manager
Judith Myers, Insights Manager
Film Production: Taxi
Director: Justin McMillan
Post production: The Editors
Sound Post Production and Music Facility: Rumble
Stills Photography: Chris Searl
Have your say