Through social listening, we noticed that Gatorade’s core audience of teen athletes was missing the point of the brand slogan, Win From Within. They thought it was all about winning. And why not? For decades Gatorade has celebrated the Michael Jordans and Serena Williams of the world. So we set out to change the conversation by telling real stories of everyday athletes, pulled right from our social following.
This social video series amassed more than five million views, and got teen athletes everywhere sharing their own stories of how they win from within. And suddenly, it was no longer about just winning.