Gatorade No Sugar launches "Water wasn't made for this" campaign via Akcelo
"A really relevant spin on hydration."
Gatorade No Sugar has launched its latest brand platform, Water wasn't made for this, in a new campaign executed by brand experience agency Akcelo.
The integrated campaign centres around a film directed by Justin McMillan of TAXI Films, which showcases the significance of water in sustaining life while underscoring its limitations in addressing the electrolyte needs of intense workouts.
The film is supported by out-of-home advertising, photographed by Chris Searle from Title Artist Management. The images bring to life the physical intensity of activities such as vigorous gym sessions, breathless runs, and scorching tennis matches, all of which necessitate Gatorade No Sugar.
The campaign also features ambient placements in areas where exercisers sweat the most, such as the summit of challenging staircases, heavy kettlebells, pull-up bars, and outdoor gyms.
Vandita Pandey, chief marketing officer of Australia and New Zealand at 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."
Akcelo's chief executive officer, Aden Hepburn, said, "“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."
Gatorade, is a globally recognised brand that has traditionally positioned as a drink for athletes and is synonymous with sweat and physical exertion.
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[embed]https://youtu.be/KFpVnKCR2WQ?feature=shared[/embed]
Credits: Agency: Akcelo Group creative director: Louise McQuat Creative Partner: Jon Foye Creatives: Henry Wall, Grga Calic Chief Strategy officer: 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 Chief executive officer: Aden Hepburn
Client: PepsiCo Australia Vandita Pandey, chief marketing officer Australia and New Zealand. snacks and beverages Susan Press, head of beverages marketing, Australia and New Zealand 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
