Brand News

You’ve got to ‘sweat it to get’ a Gatorade

15/12/2016

In a unique initiative, the sports drink from the house of PepsiCo encourages individuals to sweat before a vending machine that senses your body heat and dispenses a Gatorade. The campaign has been conceptualised by Dentsu Webchutney

Ever thought that a vending machine could be smart enough to make you earn your energy drink? Well, Gatorade just did that in its latest campaign conceptualised by Dentsu Webchutney. The sports drink brand from the house of PepsiCo has come up with a vending machine that dispenses Gatorade only if you work up a sweat.

In line with its global positioning, Gatorade India has kicked off its new campaign, ‘Sweat it to get it.’ In the latest campaign, conceptualised by Dentsu Webchutney, the sports beverage brand has created a vending machine that senses your body heat before dispensing a Gatorade. The campaign takes us through the anxiety that people face when they don’t get their beverage. Soon, a voiceover tells us that one has to ‘sweat it, to get it.’ Numerous people are seen working out and sweating to earn their Gatorade. The machine prompted some of them to sweat more in order to earn the beverage. The campaign ends with the machine showing the heat levels of people as it dispenses a Gatorade to respective individuals. The machine was set up at the Fitness First Gym in New Delhi.

Raghav Mehta, Manager, Brand Marketing, Gatorade, PepsiCo, India Region, said, “The brand promise is simple – Gatorade helps replace what you lose in sweat during exercise. This machine not only helps demonstrate that in a fun yet effective way but also explains how the sports drink works for your body.”

Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney, said, “The machine draws inspiration from the drink itself. When you exercise, muscles generate heat, increasing your body temperature. That’s precisely when you need Gatorade to restore the lost fluids. We used thermal imaging to assess a user’s body heat. When it reached a pre-determined threshold, the machine dispensed a Gatorade. So in a way, it knows when you need a Gatorade!”

“What makes this idea different from other activities is that we have created something that not only explains the simple science behind the product but is fun, relevant and creates real-time human responses. The vending machine just makes you earn your Gatorade with your sweat. Sweat it, get it. Simple,” adds Ashish Kaushik, Client Services Director, Dentsu Webchutney. Gatorade’s proven, scientific formula has remained unchanged for more than 40 years and continues to quench thirst, replace fluids and electrolytes, and provide carbohydrate energy to help athletes get the most out of their performance. Gatorade comes in three distinct flavours: Orange, Lemon and Blue Bolt and is available in RTD (ready to drink) and Sports Mix (powder sachet) formats.

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