DEPOSITIONING DAD’S SPORTS DRINK

DEPOSITIONING DAD’S
SPORTS DRINK

Research revealed that Gen AI is best received by consumers when positioned as a collaborator and ‘learning with an expert’ drove the strongest motivation to try a chatbot.

Objective

Drive trial of Powerade and steal instance from Gatorade.

Problem

In the sports drink category, Powerade is seen as not differentiated, and a non aspirational, less credible me-too option to Gatorade despite continuously enhancing its
formula and Gatorade never changing theirs.

Insight

To keep up in a world where hyper competitiveness is the norm, and science/tech is used to innovate, people want better modern, intelligent tools for performance improvement.

Solution

To drive perception of Powerade as a more modern sports drink among instinctual competitors, we developed platform of ‘always forward’ and rolled it out during the World Cup to position Powerade as evolved hydration (vs your Dad’s sports drink).

Impact

Went to market with Global TVC, digital content, shopper marketing, PR, premium activation and reached 187 million people per match, showing measurable lifts in “a brand for me” and “brand pros choose” across 15 – 24 yr olds.