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By John Glenday | Reporter

May 9, 2023 | 2 min read

The sports drink brand is raising its profile throughout Latin America with a regional campaign highlighting how sports fuel the body and brain.

Directed by Nicolás Pérez Veiga and produced by Primo Buenos Aires, a localized spot by Gatorade explains how by working up a sweat you can build muscle and the mind, releasing endorphins that help people navigate whatever life throws at them.

Rodrigo Grau and Ariel Serkin, chief creative officers at creative agency network Isla which worked on the film, said: “Together with our regional team, we have worked for the last three years in connecting the brand to new audiences. This short film tells the story of what happens when playing sports intervenes in human everyday stories.”

Martin Watson, hydration marketing senior director at Gatorade, added: “No matter which sport you play, what kind of training you do or your fitness level, Gatorade exists to provide you with complete hydration, with electrolytes and energy, to perform better and reach your potential.”

Carrying the message that we are all ’sporties’, the campaign positions hydration as the key to powering our bodies for the rigors of life.

Gatorade is positioning itself as an established presence amid drinks disruption wrought by the rampant success of Prime, a YouTuber-stoked bottled phenomenon.

Creative Creative Works Gatorade

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