Gatorade is launching an integrated campaign with AMV BBDO to supporting its current sports rewards promotion. The campaign targets sports-drinks users via online video, print, outdoor, in-gym media, and digital display and urges UK consumers to ‘look after their bottle’.
Featuring Victoria Pendleton, the recently signed leading GB female sprint cyclist, the campaign carries a cycling prominence and aims to create further awareness and interaction with the 2010 on-pack points promotion; set to run until the end of the year. For the promotion, Gatorade has teamed up with a host of sports partners to offer sports kit, music downloads, holidays and other sports rewards.
Pendleton, the eight-time World Champion and Olympic Gold Medallist, has recently signed a three year deal that will see Gatorade supporting Victoria and the British Cycling Team as they push for further success, in addition to the brand’s sponsorship support for both Team Sky and mass-participation Skyride events.
Pendleton commences her relationship with Gatorade by starring with upcoming trial biker Ali Clarkson in the new Gatorade online video www.youtube.com/user/GatoradeUK#p/u/0/-c_fSyZ1XXA and print marketing campaign, launching at the end of June 2010. In the full 60 second film, Victoria is seen having her bottle swiped, setting up a hot pursuit of speed vs skill as a trial biker performs a series of daredevil stunts in his endeavour to escape.
Victoria Pendleton commented: “It’s fantastic to be working with Gatorade, a sports drink that is genuinely supporting cycling in this country at all levels. Being the world’s most researched sports drink, my decision to work with Gatorade was an extremely easy one. I use Gatorade products both in training and during competition so it’s ideal for me to be personally associated with a company that is both positive for me and my sport.”
Pendleton joins a global roster of Gatorade athletes that includes the likes of world superstars Usain Bolt, Kaka and Serena Williams.
A behind the scenes ‘making of’ can also be found at www.youtube.com/user/GatoradeUK#p/u/1/9pqpOSe5vcE
