Gatorade targets the Chinese youth with a new look campaign created by DDB China Group

DDB China Group has helped Gatorade embark on a brand new look in China. The campaign that started end May 2013 comprised a new logo, new pack, new ambassador and a new communication approach to appeal to the Chinese youth.

Launching with a teaser that introduces Jeremy Lin and the new pack, the ad starts by featuring historical Gatorade ambassadors: Michael Jordan, Kevin Durant, Dwayne Wade and at the end, revealing Jeremy Lin as the new ambassador. This teaser was released in social media to arouse curiosity among the target youth audiences.

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A week later, the thematic TVC went on air. Gatorade aims to touch the millions of Chinese youth by embracing the spirit of “victory belongs to those who persevere.” The story is about celebration of Chinese youth who never give up for they are the ultimate winners. Jeremy Lin is an embodiment of such spirit.

Says Danielle Jin, the marketing director of Gatorade: “We are very excited with the relaunch of Gatorade. We are very proud of the work and the fact that we are all about the people who never give up.”

Says Margaret Wu, director-in-charge, DDB China Group: “Win from Within has been translated in China to Win from the Heart. We believe this new launch campaign for Gatorade can truly resonate with the Chinese as driving athletic achievement from the inside out, shares the same values of the Chinese spirit and sense of pride to be intrinsically motivated first and to stand out as an individual in society.”

Creative Agency: DDB China Group

Director: Masami Kamiyama