Tags : Marketing, Raghav Mehta, PepsiCo, Gurbaksh Singh, Gatorade, Fitness First Gym, Dentsu Webchutney
Gatorade, PepsiCo’s sports beverage brand which claims to be the world’s no.1 sports drink, has created a vending machine that senses your body heat before dispensing a Gatorade. The machine encourages users to first work up a sweat by doing any physical activity like running or jumping jacks and then stand in front of the machine. If a user is sweating enough, the machine automatically dispenses a Gatorade!
The machine was set up at the Fitness First Gym in New Delhi.
Raghav Mehta, manager, brand marketing - Gatorade, PepsiCo India Region, says, “The brand promise is simple – Gatorade helps replace what you lose in sweat during exercise. This machine not only helps demonstrate that in a fun yet effective way but also explains how exactly the sports drink works for your body.”
Gurbaksh Singh, chief creative technologist, Dentsu Webchutney – the agency behind the idea, says, “The machine draws inspiration from the drink itself. When you exercise, muscles generate heat, increasing your body temperature. That’s precisely when you need Gatorade to restore the lost fluids in the process. We used Thermal Imaging to assess a user’s body heat. When it reached a pre-determined threshold, the machine dispensed a Gatorade. So in a way, it knows when you need a Gatorade!”
“What makes this idea different from other activities is that we have created something that not only explains the simple science behind the product but is fun, relevant and creates real-time human responses. The vending machine just makes you earn your Gatorade with your sweat. Sweat it, get it. Simple,” adds Ashish Kaushik, Client Services Director, Dentsu Webchutney.
Gatorade’s proven, scientific formula has remained unchanged for more than 40 years and continues to quench thirst, replace fluids and electrolytes, and provide carbohydrate energy to help athletes get the most out of their performance. Gatorade comes in three distinct flavors: Orange, Lemon and Blue Bolt and is available in RTD (Ready to Drink) and Sports Mix (Powder sachet) formats.
A focused video strategy
For this mobile-first campaign, Gatorade joined forces with its partners at Facebook, media agency OMD and digital agency VML to create a single video ad for both Instagram and Facebook.
The Gatorade team decided to create and focus its strategy around one powerful video. The video was built for News Feed and, in line with Facebook’s best practices, was shot in the square format with heavy branding at the start of the video.
To ensure the ad reached the right people, the Gatorade team used Oracle Data Cloud data to create a Custom Audience of medium and heavy Gatorade purchasers. It then targeted its video ad to people aged 18 or older within this Custom Audience on both Instagram and Facebook. By running its video ad on both Instagram and Facebook, the team was able to efficiently drive penetration and short-term sales lifts.
Gatorade’s strategic and highly focused campaign, which ran from June–July 2016 successfully lifted household penetration by 3.29% and sales by 4.62% (measured by Oracle Data Cloud's ROI campaign analysis). In fact, the company applied what it learned from this campaign to recreate its marketing success again in Q4.