Water Drinks Gatorade

The legend of Drink Water and how he got more people drinking Gatorade.

Role
Executive Creative Directors

Agency
180 Global

Due to Gatorade’s heritage and iconic advertising with big global athletes, there was a perception that it was only for serious competitive types. This left the casual gym-goer thinking that Gatorade is not for them. Specifically in the Philippines, one of Gatorade’s biggest markets, most exercisers believe that water is enough to replenish what you lose in sweat.

We needed to change this perception and couldn’t rely on the usual strategy of using top athletes to deliver this message.

Incidentally, a real person called Drink Water Rivera started trending for his unique name and motto of ‘hydration is life.’

It was a match made in sweat heaven.

In a country that loves creative names, Drink Water became a household name. In a day, the film reached 19 million, and was picked up by 53 media outlets globally. The campaign also received 22 award nods to date, including two gold Clios.