Cannes Lions

GATORADE

LEW'LARA\TBWA, Sao Paulo / PEPSICO / 2014

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Overview

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Overview

Description

Sideline billboards are a common sight at soccer stadiums. As a result, people hardly even notice them anymore. With a small budget and lots of creativity, we overhauled a Gatorade sideline billboard by turning it into a fridge full of Gatorade bottles that players could drink from to replenish nutrients lost during a match. All this based on the concept: “Win from within”.

Execution

How could we generate visibility for a brand that wants to target soccer fans in Brazil — the land of soccer? By effectively showing that Gatorade encourages young people to play and improves their game. That is, by talking to our audience right when they were playing.

Outcome

On average, 1 million people visit the beaches of Rio during a single weekend. Promotional connectors quickly spread among soccer fans on the beach and the sand became a huge soccer field. In addition to generating brand experience, our action increased the consumption of Gatorade and produced great visibility for the brand.

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