Gatorade launches, regionally, the campaign “Sweat is Glory”, translated into Brazilian reality as the well-known slogan “Your who gives”. The campaign comes to encourage the public to sweat in any sport, without worries, regardless of athletic level or frequency of physical activity. The brand seeks to inspire and show that sweating is possible to get where you want and GATORADE will be there to help you do the right hydration. The film is available on the brand’s social networks, encouraging the practice of physical activities for a healthier life.
Jorge Natteri, Head of Marketing for GATORADE in Brazil, says:
“Sweat is democratic. Therefore, our main goal and challenge is to show consumers why hydrating with Gatorade before, during and after physical activity makes a difference, regardless of intensity, frequency or athletic level. Gatorade helps prepare the body for exercise, replaces not only water, but mineral salts and carbohydrates lost in sweat, making sure we have all the replacements necessary for better performance.”
In the new film created by the agency ISLA, sweat is the protagonist, being presented in the most real way possible, as a natural result of the effort of practitioners of different modalities and in different environments, such as swimming pool, gym, track and courts.
The campaign still shows real life, sweat in different parts of the body, showing that anyone who wants to do their best can count on the support of GATORADE, an ally of all physical activity practitioners who are concerned with keeping themselves properly hydrated to enhance their performance and correctly replace mineral salts and liquids lost during sports practice.
The campaign features more than 30 creative content concepts that integrate the ecosystem of pieces also launched in markets such as Mexico, Argentina, Colombia, among other countries in the region. In Brazil, the video was produced by Stink São Paulo and directed by Jones, multi-awarded director, winner of a GP in the Film category at the Cannes International Advertising Festival.
Gatorade dates back to the 1960s, when the coach of the Florida Gators football team began looking for a solution to hydrate and maintain the performance of his athletes. Since then, the brand has created the Gatorade Institute of Sports Science (GSSI) to continue studies with different bodies by developing products endorsed by the latest scientific discoveries and providing hydration and energy in all phases of sporting activity.
Check out the movie:
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