Challenge

To engage a health-conscious audience for the launch of a new electrolyte water in a cluttered sports drink market.

Solution

• VMO Active positioned Gatorade as ‘the training and hydration partner’ for our health club members, using bespoke content created in-house across 4 key touch points

• Training and hydration tips were sponsored by Gatorade and amplified digitally

• TVC’s reinforced the link across the TV network and Brand ads and training tips were amplified across high frequency reach screens.

Results

• 91% agreed hydration was top-of-mind while training

• 51% recalled seeing the ad in-club

• 75% didn’t see the ad outside of the VMO network

Source: Pure Profile Pre-Wave: Control (n=200) Test (n=200); Post-wave: Control (n=200) Test (n=200), February 2022.