Categories
Campaigns

Gatorade

Gatorade Warehouse

Project: Pitch
Result: Won

When Gatorade Guatemala approached us for a first-digital proposal, they were clear: “We need to increase our consumption by xx%.” 

How to make current consumers drink one more Gatorade a week? 

Through exploring, we found that people in Guatemala are interested in 
 health and well-being. It’s growing from a fad to a lifestyle. Many of 
 them exercise occasionally and do not consider themselves as “real 
 athletes.” 

They are not fitness maniacs. They just want to feel active 
 and have fun at the same time. The ones who are really committed it’s 
 because they have personal dreams and goals to achieve: run a 21K 
 marathon, improve medical conditions. It’s beyond aesthetics.
 The real competition is with themselves. 

Even though Gatorade is well positioned for its superb hydration qualities, Guatemalans feel its pricey and way too much for their needs. “It’s for the Pros”, they say. “If I’m running once a week, I’m not a real athlete. Water suffices.”
 

Our insight

The real Pro is the one who achieves their goals. We value those who come along in our journey.

The challenge

Be their ubiquitous personal trainer.

The idea

Coach Yourself.
The Gatorade platform to coach the “regular” athlete

(via Case Study: Gatorade Pitch)

cases.pages

CREDITS
Agency: 4am Saatchi & Saatchi Guatemala | Digital Account Director: Diego Anzueto Project Leader: Nicolás Moreno | Research: Juan Pablo Mijangos | Strategy: Delmy Alvarenga Creative Director: Luis Samayoa | Creatives: Sebastián Obando, Marco Ramírez
Design: David Galdamez | Social Media: Mario Gonzalez, Roberto Santizo



This case was prepared by Delmy Alvarenga, Creative Strategist at 4am Saatchi & Saatchi Guatemala and El Salvador.

It was written as a basis for class discussion rather than to illustrate effective or ineffective strategic developments.

No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means— electronic, mechanical, photocopying, recording, or otherwise—without the permission of the 4am Saatchi & Saatchi Guatemala. For authorized copies inquiries, email dalvarenga@4amsaatchi.com


By sinrevelar

Mi propósito es moverme junto a ti para alinear visión con propósito; entrelazar valor con modelos de negocio; consolidar marcas a través de identidad y comunicación.

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