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For its biggest marketing push to date, Gatorade is throwing it back to the \u201990s.<\/p>\n
The PepsiCo brand\u2019s latest campaign, called \u201cIt Hasn\u2019t Changed,\u201d is based on a decades-old tagline, \u201cIs it in you?,\u201d which anchored a campaign hinging on the idea that drinking Gatorade would help athletes perform at their peak. This year\u2019s reboot, like other media from the \u201990s and early 2000s that have seen recent revivals, has a slightly different message.<\/p>\n
Youth participation in sports tends to drop off considerably around high school, and \u201cIt Hasn\u2019t Changed\u201d is centered on addressing that drop-off by showing young athletes that they already have what it takes to be great, Anuj Bhasin, Gatorade\u2019s chief brand officer, said.<\/p>\n
\u201cThe best athletes in the world\u2026all have one commonality,\u201d Bhasin told Marketing Brew. \u201cThey have that belief inside that they are able to overcome, that they have that \u2018it,\u2019 that spark, to actually overcome the hardship that is facing them. Today, that greatest obstacle for these athletes is within\u2026That tagline from the \u201990s is even more relevant today than it was when it first came to market.\u201d<\/p>\n
Go big or go home:<\/strong> The campaign is Gatorade\u2019s biggest yet, both in terms of media spend and in athlete involvement, Bhasin said. It\u2019s running across platforms including TV, social, and out-of-home. Some billboards, including one of Caitlin Clark in Indianapolis<\/a>, went up in mid-May, but the official tagline revival will be on full display starting May 28 with a 60-second ad that debuted during Game 4 of the NBA\u2019s Western Conference Finals.<\/p>\n