Results and Effectiveness

This innovative new communication channel led directly to an increase in Gatorade’s sales. In a small Shanghai gym, in just one week, over 100 people tried out the prop. The response was very positive.

Creative Execution

We decided to install special posters onto gym exercise machines. Each poster features a cutout of the exercise on that equipment, and this is placed in front of orange-painted steel weight stacks (Orange being Gatorade’s signature colour). In its still form, the cutout man has orange “filled” to the brim… indicating an energetic man at his best. With each exercise pull on the weights, one immediately sees the effect of a depleted man on the cutout. A message is then revealed, conveying the need to rehydrate with Gatorade.

Insights, Strategy and the Idea

As bodybuilding and gym exercises become increasingly popular in China’s leading cities, Gatorade aims to develop this high-potential sports beverage occasion and penetrate its products into this new virgin ground.