We needed to create a promotional program for Gatorade that could be implemented on Gatorade sponsored events.

Brands give prizes for free. Consumers have to do almost nothing to win. But for Gatorade, rewards only come with effort. For Gatorade, when you win you Win From Within. So we used sweat the undeniable evidence of ones effort, to create a unique instant win promotion. The Sweat and Win Challenge. We designed Gatorade T-shirts with sweat-activated technology. Each had one of 2 messages that revealed with sweat. One said you are a winner. The other invited you to keep sweating. Those who won got sports related prizes instantly. Those who didn’t took home a cool t-shirt.

At every venue we did the Sweat and Win Challenge people stood in line to get the shirts. Up to date over 20,000 shirts have been handed out in different sports events and venues. Every person that got one didn’t hesitate to put it on and break a sweat. As a result we provided consumers with cool merchandise but also build the Gatorade brand at the same time.

Gatorade’s Win From Within campaign talks about how winning takes effort, hard work, sweat. It’s what’s inside you, your determination, what makes you win. So when Gatorade asked us to help them create a promotional campaign we knew it wasn’t going to be about giving away stuff for free. Consumers would need to work to get their prize. And the greatest evidence of their effort was their sweat. So by using sweat, as the medium through which you discover if you won or not, in an instant win promotion for the brand, was right on the money.