Gatorade’s new positioning puts a really relevant spin on hydration

Gatorade has launched a new brand positioning ‘Water wasn’t made for this’. The work is a powerful reminder that intense and sweaty workouts may call for more than what water can provide – specifically the electrolytes, sodium and potassium of Gatorade No Sugar. The new positioning has been created by brand experience agency Akcelo, and launches with a fully integrated campaign Australia-wide.

The launch film, shot by TAXI Films’ Justin McMillan, is an ode to water that acknowledges its importance to life as we know it, whilst also recognising where water’s limitations lie. Similarly, the OOH, shot by Chris Searle at Title Artist Management, demonstrates how the raw physical exertion of workouts like a sweaty gym session, a breathless run, or a scorching hot tennis match demands Gatorade No Sugar. 

Beyond film, outdoor and social, ‘Water wasn’t made for this’ extends to ambient placements where exercisers sweat the most – at the top of a gruelling flight of stairs, on heavy kettlebells, pull-up bars and even at outdoor gyms.

Vandita Pandey, Chief Marketing Officer ANZ of PepsiCo Snacks and Beverages, says: “This new positioning puts a really relevant spin on hydration, something exercise fanatics take extremely seriously. It’s exciting to go beyond the usual media placements and utilise some hyper-targeted opportunities to speak to people during sweaty moments.” 

Aden Hepburn, CEO of Akcelo, says: “In a category defined by fast-paced, high octane visuals and nothing but glossy, muscular and impossibly toned physiques, we opted for a different take – a powerful insight, executed with stillness, simplicity and craft. This work represents a big shift for our partners at PepsiCo, and we couldn’t be prouder to play our part.”

Gatorade, a household name globally which was developed to meet the needs of athletes, has a long history of aligning itself to sweat and physical exertion. ‘Water wasn’t made for this’ marks a bold new move for the brand. 

Credits:

Agency: Akcelo 

Group Creative Director: Louise McQuat

Creative Partner: Jon Foye

Creatives: Henry Wall, Grga Calic

CSO: Dave Di Veroli

Strategy Director: Sarah Tan

Client Partner: Sarah Pang

Account Director: Raquel Ware

Senior Producer: Stephanie Ceccaldi

Integrated Producer: Dan Burns

Executive Events Producer: Michal Frydrych
CEO: Aden Hepburn

Client: PepsiCo Australia 

Vandita Pandey, CMO ANZ Snacks & Beverages

Susan Press, Head of Beverages Marketing, ANZ

Eric Burke, Marketing Manager

Brad Fisher, Brand Manager

Belinda L’Estrange, Marketing Manager

Judith Myers, Insights Manager

Film Production: Taxi 

Director: Justin McMillan

Post production: The Editors 

Sound Post Production and Music Facility: Rumble

Stills Photography: Chris Searl