Australia – Gatorade has launched a new brand positioning named ‘Water wasn’t made for this.’ This new perspective was created by the brand experience firm Akcelo, and the launch includes a full, integrated campaign that spans Australia.
The brand film acts as a reminder that intense and sweaty workout routines could require more than just water. In particular, it emphasises how crucial it is to refuel with Gatorade No Sugar in order to replace electrolytes, salt, and potassium.
The first movie, directed by Justin McMillan of TAXI Films, honours water by recognizing both its intrinsic limitations and its essential role in life as we know it. Similarly, the out-of-home (OOH) advertisements, which were shot by Chris Searle of Title Artist Management, show how the intense physical demands of events like a hot tennis match, a sweaty gym session, or a breathless run call for the addition of Gatorade No Sugar.
‘Water wasn’t made for this’ goes beyond movie theatres, outdoor spaces, and social media to ambient locations where athletes sweat the most staircases, hefty kettlebells, pull-up bars, and outdoor gyms.
Speaking about the film, Vandita Pandey, chief marketing officer ANZ of PepsiCo Snacks and Beverages, said, “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.”
Meanwhile, Aden Hepburn, CEO of Akcelo, said, “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.”
