Basketball legend Michael Jordan and rising collegiate star Caitlin Clark team up to relaunch a classic Gatorade advertising campaign, bringing back the iconic “Is It In You” tagline with a fresh twist.
A blast from the past
The original “Is It In You” campaign from the 1990s featured black-and-white footage of athletes dripping in Gatorade-colored sweat, emphasizing that the sports drink could make the difference between victory and defeat, even for a champion like Michael Jordan.
Inspiring the next generation
By pairing Jordan with Clark, a young prodigy in women’s basketball, Gatorade creates a bridge between generations. This allows the brand to reach a wider audience and inspire aspiring athletes who dream of following in the footsteps of their idols.
A timeless message
The idea of digging deep to achieve success is timeless. The campaign emphasizes effort, perseverance, and the will to win, values that are always important to athletes.
A multi-platform campaign
The new “Is It In You” campaign isn’t just a TV ad. It’s a comprehensive marketing effort that includes:
- Out-of-home advertising : Posters featuring the campaign’s iconic imagery will be displayed in strategic locations.
- In-depth content : Videos and articles will explore the journeys of Jordan and Clark, offering a look at their sacrifices and determination.
A recipe for success
By combining nostalgia, inspiration, and engaging content, Gatorade hopes this revamped ad campaign will resonate with athletes and fans of all ages.
A nod to Gatorade’s 60th anniversary
The relaunch of the “Is It In You” campaign is part of Gatorade’s 60th anniversary celebration.
A winning collaboration
The campaign was created by Gatorade’s creative agency, TBWA\Chiat\Day. It will run across multiple platforms, including TV, digital, and social media.
In conclusion, the relaunch of the “Is It In You” campaign is a smart move by Gatorade. It taps into the power of nostalgia while also inspiring a new generation of athletes. The campaign is well-executed and has the potential to be a big success.
