Cannes Lions 2023 | ISLA | Gatorade Sweating is Glory

Gatorade was facing a business challenge in Latam and needed to bring new consumersinto the category.
But consumers didn’t understand why they should drink it and believed it was a brand and a product developed only for professional athletes.
So back to basics we went, to build functional and emotional relevance through the brand’s very reason to exist: sweat.
Sweat is gratifying and therapeutic and It’s the physical representation of effort, that’s why keeping oneself hydrated is crucial. And because the brand was born out of studying what the body loses when we sweat and researching how to quickly restore it, there’s no better authority than Gatorade to talk about perspiration.
The film is basically an invitation to sweat every inch of our bodies, anytime, anywhere, at any age; doing any sort of sport, at any level, because sweat makes us feel good, and thanks to Gatorade, we can do it without worries and without limits.
The film opened up the category showing that Gatorade is for anyone who sweats, not just for those who are professional athletes, no matter what sport you practice, or which are your goals, you need to work hard and stay properly hydrated.
The campaign tells the brand’s historically functional credentials, showing sweat as never before: not the aesthetic, slow motion drop falling from the chin, but real, sticky, smelly, can’t take my top off kind of sweat.
Explaining Gatorade’s functionality through the rawness of sweat was the simplest and freshest way of celebrating that feeling which unites all of us who exercise.
The campaign has over 30 content ideas and has aired in Mexico, Brazil, Argentina, Colombia, and other countries in the region with amazing results.