“We’ll be bringing in every single Gatorade roster athlete to launch this with us at the same time,” Bhasin said. “We’re going to talk about each of their ‘It’ factors in a compelling way to resonate with consumers.”
That lineup includes Gatorade’s 2023-2024 National Football Player of the Year DJ Lagway out of Willis High School in Texas, who’ll be making his debut at quarterback with the University of Florida this season. Bhasin noted that the campaign will play a large role for Gatorade during the launch of the college and NFL football seasons and as Gatorade places emphasis on athletes in women’s flag football as it prepares for its Olympic debut in 2028.
Renewed, not retread
As the brand prepares to celebrate its 60th anniversary next year, Gatorade is leaning heavily into its on-field roots as a drink developed by University of Florida scientists specifically to help its football team. However, the definition of Gatorade has expanded recently as the “Gatorade portfolio” grew to include offshoots like Gatorlyte and the company’s Gatorade ID loyalty program as well as brands like Propel, Evolve, Fast Twitch and Muscle Milk.
Bhasin noted that occasionally refreshing the brand’s legacy details helps it carry the narrative from generation to generation.
“What we’ve learned at Gatorade is that the most iconic brands are the ones that are the most consistent and that are modernized with the most consistency,” Bhasin said. “What we’re seeking to do is be consistent and leverage assets we know people love.”
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