Gatorade's Iconic "Is It In You?" Tagline Returns for Largest Campaign in Brand History
Rhea-AI Summary
Gatorade has announced the return of its iconic 'Is It In You?' tagline with the largest campaign in its history. The campaign aims to inspire the next generation of athletes by focusing on their inner drive amid growing external pressures. The relaunch features a 60-second film narrated by Michael Jordan, showcasing stories from athletes like Josh Allen and Caitlin Clark. The campaign coincides with Gatorade's strong market position and continued expansion into new product categories like equipment and enhanced water.
Positive
- Gatorade's largest campaign in history aims to boost brand engagement.
- Return of iconic 'Is It In You?' tagline can reignite brand loyalty.
- Campaign features endorsements from high-profile athletes like Michael Jordan and Josh Allen.
- Strong first half of the year, maintaining market leadership in sports drinks.
- Expansion into new product categories such as equipment and enhanced water.
Negative
- Data shows 53% of Gen Z athletes stopped playing sports due to external pressures, a challenge for market growth.
- High investment in the campaign may not guarantee proportional returns.
- Potential risk of campaign being seen as nostalgic, not resonating with Gen Z.
News Market Reaction – PEP
In the trading session that priced this news, PEP declined 1.29%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
AI-generated analysis. How Rhea-AI works. Not financial advice.
The brand is tapping its star-studded roster to inspire the next generation of athletes to focus on their inner "IT" as surprising new data from Gatorade shows external pressures are keeping Gen Z out of sports
Being an athlete looks a lot different in 2024 than it did three decades ago, and it comes with a new set of pressures and distractions. Ultimately, that's keeping the next generation out of the game, according to new data from Gatorade that shows among Gen Z athletes who stopped playing sports,
"As the brand that has been on the sidelines fueling athletes for decades, we're committed to not only helping them stay in the game but also celebrating their unique 'IT'," said Gatorade Chief Brand Officer, Anuj Bhasin. "The return of 'Is It In You?', our biggest campaign of all time, is about acknowledging how much the sports landscape has changed, while reminding athletes that one thing hasn't – the inner drive that fuels you – and that's what matters most."
"Is It In You?" makes its modern-day debut with a powerful 60-second film, "IT Hasn't Changed", to remind athletes everywhere that it's not about hype, clout, clicks or likes – it's inner drive that fuels greatness. The film is narrated by none other than Michael Jordan, Gatorade's longest standing athlete partner, and features the stories of how several of Gatorade's roster athletes – including Josh Allen, Caitlin Clark, Sydney McLaughlin-Levrone, Jayson Tatum, A'ja Wilson, and DJ Lagway, Gatorade's 2023-2024 National Football Player of the Year – have overcome their own obstacles by tapping into their personal "IT".
"With 'Is It In You?' in the '90s, we inspired a generation," said Michael Jordan, Gatorade's longest standing athlete partner, six-time NBA Champion, five-time NBA MVP and 14-time NBA All-Star. "The return of 'Is It In You?' is another chapter in greatness for Gatorade, a brand that has fueled champions for decades and relentlessly serves athletes on and off the field."
The film made its debut during the NBA Western Conference Finals Game 4 last night, and the campaign will be unmissable throughout the summer, including a colored sweat takeover on social media from Gatorade's athlete roster, custom filters on Snapchat and Instagram for consumers to recreate the iconic colored sweat images, just like their favorite Gatorade athletes, billboards in cities across the country, and more. Fans should make sure to follow along on Gatorade's social media accounts in the coming weeks to see what else the brand is dropping to celebrate the return of "Is It In You?".
The campaign launch comes on the heels of a strong first half for the brand. Maintaining its position as the leading sports drink and continuing to expand the portfolio in new spaces such as equipment, beverage enhancers, enhanced water and more – Gatorade is the most complete portfolio of athletic solutions on the market today.
About The Gatorade Portfolio
The Gatorade Portfolio, a division of PepsiCo (NASDAQ: PEP), is a connected performance and wellness ecosystem built to fuel all athletes and exercisers. Bringing together Gatorade, Fast Twitch, Propel, Evolve and Muscle Milk, the Gatorade Portfolio is the most complete offering in the category today, with a broad range of personalized solutions at every stage of the athlete journey. This integrated system of brands is built on Gatorade's 59-year history of studying athletes and is fueling the future of athletic performance and wellness by delivering solutions across hydration, protein, energy, and all-day nutrition to fuel consumers, no matter how or why they sweat. For more information and a full list of product offerings, please visit www.gatorade.com.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
Contact:
Mariela Wade
mariela.wade@fleishman.com
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SOURCE The Gatorade Company