Gatorlyte: Up Your Game

Gatorade wanted a product forward campaign to introduce Gatorlyte, a new drink that rehydrates you after heat related heavy sweating activities. So the challenge here was to get Pepsi Co to embrace making a product-heavy ad that is also fun and creative.

The Idea: Dehydration Makes You Glitch

Dehydration affects performance, it makes you make mistakes you normally would not do. To showcase this and the role of the product in rehydration we tapped into this online trend where people mimic video-game characters IRL.

We got in right as this fun and bizarre social TikTok trend took off.

Created at TBWA/CHIAT/DAY

Creative Director with Malu Lara

Partners: Reset Content/ Henry Schofield, Company3/Tom Poole, Carte/Ellie Johnson and The Mill.