March saw the launch of a new global Gatorade campaign called ‘The Greatest Never Settle’ which features stars from the sports drink brand’s endorser stable and highlights the brand’s ongoing commitment to inspire the next generation of athletes on their path to greatness.
Launched to leverage the PepsiCo owned sport drink’s partnership with the UEFA Champions League and timed to leverage spiking interest as the tournament reaches its last-16 stage.
The integrated marketing initiative, created by TBWA\Neboko (and written by Toby Castle-Smith, art directed by Jeremy Pedro and directed by Jason Harper through Hound Content), is anchored by a film featuring some of the world’s best athletes – including six-time Ballon d’Or winning footballer Leo Messi, 23-time Grand Slam tennis champion Serena Williams and 2019 Copa América winner and Manchester City forward Gabriel Jesus – which showcases how elite athletes push themselves to be better every minute of every day.
The film features a series of their iconic moments from each sports stars’ career when they triumphed on the world’s biggest stages and demonstrated ‘an unquenchable thirst for greatness’.
The campaign aims to motivate today’s young athletes and encourage them to understand that no matter how good an athlete is now, there is always potential to be greater tomorrow.
According to this campaign, settling can never be an option on your path to greatness.
The launch video will be supported later in the tournament by a second film focusing on Messi and again showcasing the “Never Settle” mindset.
Gatorade also rolled out a parallel digital content series called ‘Fuelling Greatness’ which blends behind-the-scenes perspective to help inform competitive athletes about the brand’s critical role in fuelling the world’s elite athletes – from training, to performance and recovery.
This social series highlights the role of the Gatorade Sports Science Institute (GSSI) and its partnerships with Manchester City FC and FC Barcelona in promoting sport-science based approaches to footballing excellence.
The campaign will run in major Gatorade markets around the world.
Mark Kirkham, Vice President and General Manager, Sports, Energy & Juice, Global Beverages, PepsiCo, said: “Gatorade is an established leader in fueling performance and encouraging professional and aspiring athletes to unlock their self-confidence as they take to the field or court – game day or any day. This campaign celebrates their journey, passion, and thirst for greatness.”
The campaign’s PR statement included Messi commenting: “This Gatorade campaign demonstrates the importance of pushing yourself to be better and believing you can go further, even when you have been successful. It takes hard work, on and off the pitch, to try and get to a place where you can perform on the world’s biggest stages, and I hope this campaign inspires both fans and young athletes to never settle as they journey on their own paths to greatness.”
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