Gatorade Design & Branding WITNESS THE MAGIC OF SWEAT by Couple DV Design Group, DDB Shanghai

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WITNESS THE MAGIC OF SWEAT

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Industry Soft Drinks
Media Design & Branding
Market China
Agency Couple DV Design Group
Agency DDB Shanghai
Director Hyden Pan
Art Director Vain Cheng
Copywriter Victor Ng, Eva Han, Billy Deng
Producer Eric Lai, Winson Wang
Photographer Szeling Pictures
Editor Hyden Pan, Xiao Yunzhe
Released April 2012

Credits & Description

Category: Promotional Item Design
Advertiser: PEPSICO CHINA
Product/Service: GATORADE
Agency: DDB CHINA GROUP
Agency: COUPLE DV DESIGN GROUP
Chief Creative Officer: Michael Dee (DDB China Group)
Creative Director: Billy Deng (DDB China Group)
Art Director: Vain Cheng (DDB China Group)
Copywriter: Eva Han (DDB China Group)
Copywriter: Billy Deng/Victor Ng (DDB China Group)
Print Production: Jacqueline Wu/James Chen/Sandy Wang (DDB China Group)
Agency Producer: George Ooi (DDB China Group)
Director In Charge - Modern Lifestyle: Margaret Wu (DDB China Group)
Business Director: Jason Ng (DDB China Group)
Account Manager: Lulu Li/Eden Wu (DDB China Group)
Strategy Director: Jenny Liu (DDB China Group)
Designer/Production: Vain Cheng/Eric Duan (Couple DV Design Group)
Brand Manager: Paul Hong/Wendy Zhang (Pepsico China)
Director: Hyden Pan (Gwantsi Production Shanghai)
Production Supervisor: Jacqueline Zhang (Gwantsi Production Shanghai)
Producer: Eric Lai/Winson Wang (Gwantsi Production Shanghai)
Project Manager: Vivian Peng (Gwantsi Production Shanghai)
Director Of Photography: Xu Yuebo (Gwantsi Production Shanghai)
Editor: Hyden Pan/Xiao Yunzhe (Gwantsi Production Shanghai)
Photographer: Szeling (Shooting Gallery Shanghai)
Media placement: AMBIENT - Everyone Is Wearing The SWEATee When Doing Sports. - 1 April 2012

Describe the brief from the client
Exercise causes sweat, and sweat is very relevant to Gatorade, because Gatorade can replenish the minerals lost through from sweat. We wanted to design a premium, to remind consumers that when they sweat, they need to drink Gatorade. The best & most direct solution is to imprint the message on their exercise Tees.

Describe the challenges and key objectives
It will be simple, if it's just a normal premium. However, we want to break the rule. We want to remind everyone that when they sweat, they need to drink Gatorade, through an interactive way. Since our target audience is mainly 20 year-old youngsters, only trendy and unique things can attract them, and create talk value.

Describe how you arrived at the final design
We launched a line of 'Gatorade SWEATee', specially treated with a nano particles, waterproofing technique. When there's no sweat, the tee looks like an ordinary tee without any wording. When you exercise and exercise, more and more, and become very sweaty, words and graphics will appear on the T-shirt - revealing a typical t-shirt design, with a sporting twist in its message. And reminding consumers it's time to replenish with a Gatorade.

Give some indication of how successful the outcome was in the market
- Originally 2,000 Tees were printed but since they were quickly snapped up, a further 10,000 were made.

- A store that featured the Gatorade SWEATee promotion achieved sales increase of 195%.

-With a total investment of 400,000RMB to produce 10,000 SWEA Tees and also 10,000 walking advertisement, drumming up over 5m RMB worth of media coverage.

- Wearing SWEATee while exercising became a new cultural trend. Countless youngsters who received SWEATees uploaded pictures of themselves wearing the SWEATees onto Chinese social networks. It became a hot topic.