Gatorade Case study SWEAT AND WIN by J. Walter Thompson San Juan

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SWEAT AND WIN

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Industry Soft Drinks
Media Case study
Market Puerto Rico
Agency J. Walter Thompson San Juan
Creative Director Lixaida Lorenzo
Art Director María Alou, Juan Cabrero
Copywriter Nánel Rodríguez
Account Supervisor Miguel Souss
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Product & Service; Food and Non-Alcholic Drinks Silver

Credits & Description

Type of entry: Product & Service
Category: Food and Non-Alcholic Drinks
Advertiser: PEPSICO AMERICAS BEVERAGES
Product/Service: GATORADE
Agency: JWT SAN JUAN, PUERTO RICO
VP Regional Creative Director: Jaime Rosado (JWT San Juan)
Creative Director: Lixaida Lorenzo (JWT San Juan)
Copywriter: Nánel Rodríguez (JWT San Juan)
Art Director: María Alou (JWT San Juan)
Account Supervisor: Miguel Souss (JWT San Juan)
Junior Account Executve: Mariangely Rivera (JWT San Juan)
Art Director: Juan Cabrero (JWT San Juan)
Print Production: Marisol Pabón (JWT San Juan)
Production Company: Latitude 18 Films (Latitude 18 Films)
Director/Video Editor: Angel Soto (Latitude 18 Films)
Describe the brief from the client
We needed to create a promotional program for Gatorade that could be implemented on Gatorade sponsored events.

Promotion Development

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.


Results

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.


Relevancy to Product/Service

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.