To create a customized action for gym-goers: the targets of Gatorade. The client’s request called for an inexpensive, pertinent guerrilla marketing action or free gift, in order to generate buzz.

The solution was the creation and distribution of a T-shirt called “Gatorademeter” among gym-goers, an inexpensive gift with great acceptance by the targets.

The results were extremely positive. The stock of T-shirts quickly depleted and the target’s reaction was positive and good-humoured. Plus the client’s expectations were exceeded.