Gatorade Celebrates G Active Launch With Pop-up HydroGym on Sydney Harbour via TBWA + Eleven
Gatorade has collaborated with TBWA Sydney and
Eleven on the launch of its new sugar free electrolyte water - G Active -
to inspire Aussies to get active.
To kick things off, an
exclusive fitness hotspot was launched last weekend. Located on the
stunning Sydney Harbour, the G Active HydroGym was a pop-up floating
fitness destination, completely surrounded by water and set against the
iconic backdrop of the Harbour. However, to gain access participants had
to earn their entry by pledging to get active.
Over two days, the G Active HydroGym offered attendees yoga classes with
former Australian pole vaulter and exercise physiologist Amanda Bisk,
high-intensity interval training classes with elite functional trainer
Daniel Conn and nutrition workshops with nutritional therapy
practitioner Luke Hines. 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.The campaign includes PR, TV, digital, social and gym media and targets everyday exercisers who think carefully about what they put in their bodies and keep fitness a priority.
Says Jamie Bruce, marketing manager, Gatorade: "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."We wanted to establish G Active as the smart hydration choice for busy lifestyles. This campaign was designed to get Aussies active and thinking about their fitness in a new way."
Says Nitsa
Lotus, managing director, TBWA Sydney: "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."New G Active is now available in store in all
major retailers in the functional water category.Client: Gatorade
Creative Agency: TBWA Sydney
PR Agency: Eleven
Media Agency: PHD
Influencer Agency: Total Sport and Entertainment
Social Agency: Red Engine
