Coca-Cola found itself with a product that was superior to Gatorade (33% more electrolytes) but outmatched by Quaker’s hefty budget and a decade lead building the category-leading brand.
Since Gatorade had the professional athlete approach locked up, we focused on the amateur who plays sport for love rather than money.
We showed octogenarians playing soccer on the beach… kids on a sandlot baseball diamond running around the bases with flashlights… and youngsters at various moments of defeat… all with the encouraging message to “Keep Playing.”
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