Gatorade has recruited some all-star athletes for its latest ad campaign.
The beverage brand enlisted Michael Jordan, Serena Williams, Lionel Messi, and Usain Bolt to star in a new campaign called “GOAT Camp.” GOAT stands for “Greatest of all Time”, an appropriate label for the campaign’s world-renowned lineup. The ad premise involves young athletes from around the world receiving Willy Wonka-esque tickets that let them go train with the star athletes in a larger than life, mythical location—GOAT camp. The first digital commercial for the campaign was recently rolled out, with the ending tagline of the ad reading “The Greatest Fuel of All Time.” Gatorade hopes the campaign reminds fans that the brand has not only “fueled” the greatest athletes of today, but will also help “fuel the greats of tomorrow.”
Gatorade’s big-budget campaign is the first ad initiative to run following Pepsi-Co’s pledge to focus marketing spend on “classic brands”, including Gatorade. Other brand beneficiaries for Pepsi-Co’s advertising this year will include Doritos, Cheetos, and Rockstar—all brands that diverge from Pepsi’s traditional soda line to help make up for the decline in global soda consumption. Gatorade is ranked as a genius brand in Gartner’s Digital IQ Index: Beverages US for its ability to amass global engagement—fitting, given the new campaign will be running across the U.S. as well as in international markets.
Gatorade is reinforcing its dominance in the sports industry as the drink of choice for some of the world’s best athletes. The ad could not only inspire young athletes, but also competing brands looking to leave an impression on the wide audience of sports fans.