Challenge: Create product-specific campaigns for Gatorade.
Responsibilities: Creative Direction, Concept and Copywriting
Gatorade Tween Athletes
Encourage moms of young athletes to give their kids Gatorade, not just as a ‘reward’ for game day, but for every day use. The campaign generated a 46% increase in awareness and a 15% response.
Gatorade Propel Product Launch
Jump-start a new product introduction by targeting potential core customers with awareness-building continuity mailings and a free sample. The direct campaign achieved a 27% lift in brand awareness over running general advertising alone.
Gatorade Will to Win Athlete Program
This integrated campaign was designed to reward team spirit and establish a strong emotional connection with competitive teen athletes and their coaches. The result? A 32% enrollment rate.