The spot, called ‘Greatness Starts with G’, includes appearances from basketball players Bryce Harper and Jayson Tatum as well as Olympic runner Sydney McLaughlin, soccer’s Christian Pulisic and Paralympian swimmer Lizzi Smith. PepsiCo called the stars “the next generation of great athletes”.
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The new ad aims to highlight Gatorade as the fuel for great sporting careers, PepsiCo said. Rolling out yesterday on social media channels and digital platforms, the activation coincides with the start of the NBA playoffs in the US.
“At Gatorade, we believe that athletic greatness doesn’t start in the spotlight, it begins behind the scenes, with hard work, day-in and day-out,” said Gatorade’s head of consumer & athlete engagement, Jill Abbott. “This campaign sets out to celebrate all of the little moments of passion, motivation and dedication that fuel an athlete’s journey, and we brought together a diverse group of athletes to help us tell that story.”
PepsiCo has ramped up Gatorade’s fitness credentials recently. Earlier this month, the brand owner launched the ‘rapid rehydration’ Gatorade extension, Gatorlyte.
Why consumers have intensified their focus on drinks packaging – research in focus
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