2010 BRONZE

BRAND EXPERIENCE

GATORADE REPLAY

GATORADE, GATORADE

Sarah Robb O'Hagan, Chief Marketing Officer
Carla Hassan, Director, Gatorade Communications

TBWA\CHIAT\DAY

Lee Clow, Global Director of Media Arts
Carisa Bianchi, President
Jimmy Smith, Group Creative Director
Brent Anderson, Associate Creative Director
Steve Howard, Associate Creative Director
Brian O'Rourke, Sr. Broadcast Producer
Amy Farias, Management Supervisor
Dan Teng, Account Planner

FLEISHMAN-HILLARD

It almost sounds like blasphemy, but Gatorade wasn't looking to improve sales or gain a percentage increase in product awareness. They were after all the No. 1 sports drink brand for 43 straight years. In an effort to reignite the athletic spark both in Gatorade and in those who drank it, Gatorade created the ultimate product demonstration. REPLAY was a brand experience that lasted 3 months, as Gatorade gave one of the nation's most heated rivals the chance to replay the biggest game of their lives, 15 years later.