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.”
The real Pro is the one who achieves their goals. We value those who come along in our journey.
Be their ubiquitous personal trainer.
The Gatorade platform to coach the “regular” athlete
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.
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