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The Pepsi-QTG brand wanted consumers to understand the performance benefits of Gatorade compared to other sports drinks and water, said Gatorade’s marketing manager, Julie Raheja.
“We’re trying to communicate the efficacy of the brand,” she said. “Gatorade can really contribute to helping athletes stay hydrated and really perform at their best.”
For the past three years, the Gatorade Sports Science Institute Canada (GSSI) has conducted hydration and sweat tests on some of Canada’s hockey players. The research is used to educate coaches, trainers and athletes about the importance of hydration for top athletic performance in a clutch moment, said Raheja.
To support its message, Gatorade launched two 30-second TV ads starring Pittsburgh Penguins centre Sidney Crosby.
The first spot, “Narrator,” shows quick clips of Crosby training at the rink and in the gym. “Crosby doesn’t stop,” the narrator says. “It means when a bazillion cells in his body are calling uncle, Crosby drinks Gatorade.” The narrator goes on to say that no other water or sports drink can replenish lost fluids better than Gatorade, because it’s “scientifically formulated, relentlessly researched.”
The second commercial, “League of Clutch,” features Crosby going head-to-head in a shootout with Toronto Maple Leaf goalie Vesa Toskala. As Gatorade-coloured sweat drips from his brow, Crosby skates in on the goalie, makes the shot and wins the game.
The spots direct viewers to LeagueOfClutch.com, which houses “clutch moments” from sports greats including Derek Jeter, Maria Sharapova, Peyton Manning and Dwyane Wade. Product information, commercials and athlete Q & As can also be found on the site.
The spots are running during playoff coverage on TSN and CBC Television. Gatorade is also sponsoring Coach’s Corner throughout the remaining NHL playoff games on CBC.
Chicago-based Element 79 created the “League of Clutch” commercial, with Canadian adaptation handled by BBDO in Montreal and Toronto. Downtown Partners Toronto developed “Narrator.”
