Gatorade

Sarah Robb O'Hagan, Chief Marketing Officer
Morgan Flatley, Director of Marketing Communications
Heather Smith, Director of Strategy and Insights
Stephen Moffat, Manager, Marketing Communications
Carla Hassan, Director of Marketing Communications

TBWA\Chiat\Day Los Angeles *Lead Agency

Jimmy Smith, Group Creative Director
Jayanta Jenkins, Creative Director
Donna Lamar, Creative Director
Jaclyn Corr, Account Supervisor
Daniel Teng, Account Planner

OMD

In 2008, Gatorade launched G2, a low-calorie version of Gatorade. G2 first announced itself as an "Off-Field Lifestyle" beverage for leisure drinking occasions. But this positioning wasn't resonating and older athletes were leaving the brand. In 2010, we borrowed the words of Muhammad Ali to reposition G2. Ali's legendary quote, "Float like a butterfly, sting like a bee", communicated the dual product proposition of not filing you up, yet still providing you what you need to perform. As a result, low-calorie awareness increased 75%, driving a year-on-year sales increase of 23%.