Fierce

CHALLENGE

Consumers found it hard to distinguish the differences between Gatorade Fierce and the original Gatorade Thirst Quencher flavors.

IDEA

Taking a cue from its bold and intense products, Gatorade took a fresh approach by teaming up with nine artists, giving them complete creative liberty to tell the Fierce story. These collaborations allowed artists to express the boldness and intensity of the flavors in a variety of unique ways, ranging from animated motion graphics to a souped-up street machine.

Each of the artists were intentionally selected because they appealed to and connected with Gatorade's teen audience in places they already were, outside of the brand's typical sports-related mediums.

By putting the brand in the hands of these creators, Gatorade didn't just preach the bold and intense word—they made it their anthem.

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