In a bid to get Aussies active, Gatorade has tapped experiential marketing with the launch of a pop-up fitness hub to promote its latest product.
Gatorade has launched a new campaign from TBWA Sydney to promote its latest product - sugar free electrolyte water, G Active.
Located on Sydney Harbour, the pop-up kicked off with yoga classes, interval training and nutrition workshops.
Attendees also had the chance to be the first to trial the new G Active electrolyte-water during their workout, ahead of its national release.
Gatorade Marketing manager Jamie Bruce commented says campaign, which includes PR, TV, digital and social components, aims to establish G Active as the drink for busy lifestyles.
“G Active is formulated for fitness enthusiasts who lead busy work and home lives. They think carefully about what they put in their bodies and still manage to keep fitness a priority - G Active works to support their active, balanced lives," Bruce says.
The TV spot for the product launch showcases how the product can fuel fitness.
TBWA Sydney MD Nitsa Lotus says: “The launch of this campaign celebrates active lives with a unique chance to workout on a location like no other, on Sydney Harbour with some of Aussies favourite fitness experts. It came with a catch - participants had to earn their place with exercise.”