Gatorade launched a one of a kind promotion. This wasn’t a typical buy 2 get 1 free. This was an agreement between Gatorade and consumers about how and when to drink their product. You sweat, you get a Gatorade. You don’t sweat, you don’t get a Gatorade. That’s the deal.

The challenge: Sugar consumption is a hot topic in America. Gatorade is formulated to replace what competitive athletes sweat out, because if you are burning carbs as an athlete, your body needs sugar. There was a need to reinforce the product benefits for athletes.

The strategy is a brave one. Gatorade told people NOT to drink their product unless they earned it.

- The campaign resulted in a +13% lift in purchase intent from athletes and exercisers, Gatorade’s core target audience

- Athletes and committed exercisers who watched the campaign were also more likely to identify Gatorade as a performance-improving sports drink (+17%) and a “go-to” brand (+13%)

- 23.3 million online video views across all 8 videos

- 217.7 million impressions for press pickup; $4.3 million value

- 97% positive-neutral sentiment for social mentions

- Users who were exposed to C Store reported a 147% increase in searches for Gatorade vs. control

Gatorade rolled out a new promotion with signage at convenience stores across the country informing patrons YOU DON’T SWEAT IT YOU DON’T GET IT.

To launch the initiative Gatorade enforced the messaging with real customers at a convenience store. With the help of Peyton Manning and Cam Newton, an unflinching convenience store clerk refused to sell Gatorade to anyone that wasn’t sweating.

The videos of customer interactions were released online, and for several months during NFL season the campaign was viewed, talked about, and mimicked.