Gatorade has just revived the campaign that has been most successful in its history, bringing back the slogan "Is in you?" It was in the 1990s and early 2000s when this slogan, along with "Be like Mike," became the most iconic slogans ever created thanks to advertising in the sports industry.
Both were repeated so many times that their popularity became on par with Nike's iconic Just Do It, giving Gatorade a completely unexpected and surprising boost. It was thanks to the legendary Michael Jordan that the isotonic beverage brand wrote one of its most iconic chapters without even expecting it.
Well, the new Gatorade campaign has returned to the past and will bring it into the present, although the details of this remake are not yet known.
The latest from Gatorade
Narrated by Michael Jordan, the centerpiece of Gatorade's huge new campaign, it revives a black-and-white aesthetic, bringing to mind the brand's old commercials that set the standard for this product at the time.
The ad is composed in black and white, but with a few drops of orange color when the athletes sweat, giving it the true touch of its iconic isotonic drink.
The remake closely follows the original film from the 1990s and 2000s, evoking the same feelings in consumers.
What is evident is the change in the players accompanying Jordan, as this time they are Caitlin Clark, A'ja Wilson, Jayson Tatum, Sydney McLaughlin-Levrone, and Josh Allen.
The Gatorade commercial's emblem
"Everything about the game has changed, except the most important thing: What you have inside." With this powerful phrase, Gatorade's new commercial begins, focusing on self-inspiration and the gratification that comes with sports.
With this, Gatorade aims to encourage young athletes to strive for excellence, with their reward being Gatorade.
The Gatorade push is vital and inconspicuous.
Gatorade focuses on what its drinks really do for people, celebrating how much sport has changed over the last 30 years, but remaining steadfast in what has not changed over those same 30 years, which obviously refers to its drink, which over the years has remained at the forefront of the market and in the minds of consumers.
Gatorade
The television commercial debuted during Game 5 of the NBA Western Conference Finals on TNT.
Gatorade had been teasing the campaign on billboards in select cities and in an ad featuring Caitlin Clark that aligned with her WNBAm debut, which highlighted the "i-t" in Caitlin alongside the brand's familiar orange lightning bolt.
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We are going to make a significant investment in linear and digital television, social media, and out-of-home advertising. And it will also be launched on social media in a truly disruptive way," said Bhasin. "It will be a moment when all the athletes on our roster... all come together to create a huge wave around this message."
Bhasin said the new campaign would not only be the largest in terms of spending for Gatorade, but would also feature the most athletes and provide the brand with the most voice throughout the year. He declined to share a specific spending figure.
Gatorade spent $153 million on measured media in the United States in 2023, slightly down from $158 million in 2022, according to Vivvix, including Pathmatics' paid social media.
