GATORADE | IS IT IN YOU? BRAND NARRATIVE

In May 2024, Gatorade launched its largest media campaign in brand history, reviving the iconic line “Is It In You?”

Timed to the start of the summer sweat season, when the brand drives nearly 65% of its annual sales, the campaign was designed to rebuild distinction and reclaim Gatorade’s emotional high ground. This moment mattered. Consumer spending was tightening, competition was flooding the category with lesser products, and Gatorade’s product velocity had begun to slow.

Our ambition was simple and bold: make the world feel the soul of Gatorade again. For today’s young athletes, constant distractions, physical, mental, cultural, were getting in the way of progress. Research showed many were being driven more by external pressure than internal purpose. Gatorade needed to remind them that only what’s inside truly matters. The message elevated Gatorade’s emotional superiority while reinforcing its functional advantage as the fuel athletes trust.

“It Is Your Fuel” became the organizing idea. We explored how every athlete has a different “IT” pushing them toward greatness, but all are powered by Gatorade. The campaign came to life as a fully integrated 360 effort, spanning brand narrative films, product efficacy stories, athlete journey content, exclusive product drops, social, grassroots activations, national OOH, and earned media.

The result was a campaign that challenged athletes to rediscover their inner drive—and reestablished Gatorade as a relevant, modern leader in sports culture.