It is back.
“Is it in you?” One of the most memorable and powerful end-lines written. And when delivered my Michael Jordon, could it be any better?
Now 30 years later, modernizing its message for the next generation of athletes, Jordan’s voiceover opens over contemporary sports clips. “Everything about the game has changed, except the most important thing: What you have inside.”
Having been a defining force in sports and popular culture during the 1990s and early 2000s, what this spot and campaign gets right is Gatorade’s clear recognition of its unique cultural differentiation. It leverages it in a way that acknowledges and celebrates what’s changed in both sport and culture, but also what remains the same.
You can’t just manufacture a sports brand legacy like this out of thin air. Gatorade helped create and define the category and this serves as a loud, proud reminder of just that.
Gatorade – the OG – brings “it” back and what’s old is new again.
#Marketing #BrandStrategy #DistinctiveBrandAssets