The hero creative is from TBWA. The campaign will “reinforce the brand and its history” and feature some mega sports starts, including Serena Williams, Michael Jordan, Leo Messi and Usain Bolt, among others. The campaign is designed to not just show how Gatorade fueled the greats of the past, but how it fuels the greats of tomorrow, according to Mark Kirkham, vice-president and general manager of PepsiCo’s sports nutrition and juice, global beverages group.
The marketing campaign is entitled ‘GOAT Camp.’ GOAT is short for Greatest of All Time. In the story, athletes are given a chance to learn from the best in the fictional training camp. Future GOATs are scouted and awarded golden tickets that provides access to the camp.
The campaign—on television, digital and in-store—is rolling out this week to international markets.