The Gatorade Company debuted the first of three new television spots as part of its national G2 Everyday Athlete Campaign, celebrating an everyday athlete who turned to sport to overcome tough times in this economy.
Philosophie
Gatorade has launched a comprehensive marketing campaign designed to appeal to a broader range of athletes beyond the traditional sidelines. The G2 Everyday Athlete Search, part of the new G campaign, is a call to action for all active people, not only to think about the Gatorade brand in new and exciting ways, but also to search for compelling ways they can challenge themselves to achieve while promoting the low-calorie benefit of the beverage with a tagline of Less Calories for More Athletes.
Problème
The first television spot of the campaign highlights the NBAs Kevin Garnett alongside an everyday athlete of the same first name. Kevin Crowe, of Sherman Oaks, Calif., overcame the misfortune of being laid off twice in one year by turning to swimming to preserve and conquer each day.