One would never think that sweat would be a selling point for a drink but Gatorade sweat is the focal point of the company's 'My Sweat' commercial. The brand always promotes its beverage as a sports drink that assists in performance and hydration and the company played that up for this spot. The commercial features athletes -- predominantly men -- competing in all forms of summer sports. The music has a vibrant South American sound to it, likely alluding to where the 2016 Olympics are being held -- Rio. The back drop also resembles what foreigners might identify as Brazil. The My Sweat Gatorade commercial is light in terms of music and focuses on the strength of summer athletes by emphasizing what their sweat represents. The commercial ends with these sweaty athletes chugging back some Gatorade and states that the beverage is what fuels them.
Gatorade understands its target market of young athletes ranging from 18 to 35 by leveraging the adrenaline of sports and mixes in a timely element referencing the Olympics.
What Makes This Trend Stand Out
- Sports Beverage Marketing
- Capitalizing on the selling point of sweat in sports beverage advertising can create innovative marketing strategies.
- Adrenaline-driven Branding
- Utilizing the excitement and energy of sports events like the Olympics can lead to disruptive branding opportunities.
- Targeted Market Segmentation
- Understanding the specific needs and preferences of young athletes can open doors for innovative product development in the beverage industry.
Sectors Adopting This
- Beverage
- Exploring new ways to market and position sports drinks through the concept of sweat can drive disruptive innovation in the beverage industry.
- Marketing
- Developing creative and effective marketing strategies that leverage adrenaline and sports events can create disruptive opportunities in the marketing industry.
- Sports
- Adapting products and branding to target the needs and preferences of young athletes can spark disruptive innovation in the sports industry.
