The newly edited ‘Decisions’ tested in the top 2% of the Canadian database for branded breakthrough potential, indicating an outstanding ability to get attention in-market if properly supported by media investment. Persuasion also improved substantially, jumping from average to the top 26% of Canadian ads tested, demonstrating an increase in motivation to use Gatorade more often.

By making data-driven decisions, PepsiCo and the creative agency were able to elevate ‘Decisions’ from average to exceptional.

With minimal targeted media, consisting of only 325 TV GRPs and modest digital support, ‘Decisions’ reached Gatorade’s core consumer target at levels typically seen from double the media dollar investment. Just like its tagline, with the help of creative data enhancements, Gatorade’s TV spot was able to “perform better.”

The creative had room to improve, and consumer feedback allowed analysts to pinpoint the exact scenes and elements needing enhancement. It was identified that branding, engagement, enjoyment, music, and persuasion could each be dialled up. Using the feedback from consumers, analysts were able to provide direction on how to strengthen these factors. PepsiCo’s creative agency, using the insights provided, proceeded with the following enhancements: brightened the visuals, enhanced the music, integrated the brand in the most interesting part of the ad, and included a unique branding cue.

The improved version addressed all the shortcomings of the original creative to great effect. A re-evaluation, repeating the same methodology, revealed that ‘Decisions’ made an impressive leap forward on all predictive metrics. Viewers found the new ‘Decisions’ more enjoyable and engaging, and noted the branding was clearer. They were also more motivated to use Gatorade, and overall, found the brand more appealing.