Quaker Oats Company

Element 79 *Lead Agency

Seeking to reach an under-explored consumer segment within the growing bottled water market, the makers of Gatorade introduced Propel Fitness Water, a lightly flavored, vitamin-enhanced water. The Propel "Icon" campaign provided the target with a compelling reason to rethink their current bottled water by offering the question -- "What if Gatorade made water?" The "It's how Gatorade does water" idea provided both an introduction of a new type of water, and a meaningful point of difference vs. other offerings. -- Less than 9 months into the national launch, Propel has exceeded expectations. Propel's advertising answers its own question, "What if Gatorade made water?" Success!