Rafinha and the hydrators
Gatorade
Historically, during big events like the World Cup, Gatorade would celebrate star athletes
However, the brand objective for 2022 was connecting to a larger audience by educating people on the importance of hydration for physical exercise.
That is why, during the Qatar World Cup, instead of putting top athletes under the spotlight, we chose to recognize a group of people who are critical to the performance of the Brazilian Team, but were invisible to the public, until then the official hydrators of the Brazilian National Team.
To do that in a memorable way, nothing better than connecting to pop-culture.
After spending sometime on the bench of Bayern Munich, in Germany, the Brazilian player Rafinha was nicknamed
“the Gatorade delivery boy” on social media, because that was his way of helping out his teammates who were on the field. We could not pass up that opportunity.
Disciplines
/ SOCIAL LISTENING
/ BRAND STRATEGY
/ DISCIPLINE INTEGRATION
/ CONTENT STRATEGY
/ DIGITAL CONTENT
/ PRODUCTION MANAGEMENT
Collaborators
/ PRIMO
Historically, during big events like the World Cup, Gatorade would celebrate star athletes
We invited Rafinha to become the new apprentice for the team’s official hydrators.
To everyone’s surprise, he accepted.
On his way to becoming the best, he trained with the greatest of all time, Serginho: official hydrator of Brazil’s team for 8 years running.
Throughout the Cup, Rafinha shared all that he learned, commenting on the performance of the hydrators who traveled with the team to Qatar.
While most World Cup campaigns dream of achieving meme status, we accomplished that by bringing an existing meme to life.
THE OFFICIAL BRAND OF THE BRAZILIAN NATIONAL TEAM PAYS TRIBUTE TO THE HYDRATORS, KEY PROFESSIONALS FOR TEAM PERFORMANCE.
THE OFFICIAL BRAND
OF THE BRAZILIAN
NATIONAL TEAM
PAYS TRIBUTE TO THE
HYDRATORS, KEY
PROFESSIONALS FOR
TEAM PERFORMANCE.
Retention for the campaign’s videos
ORGANIC
VISUALIZATIONS
MEDIA IMPRESSIONS
IN THE PR COVERAGE
90M
BRAND HEALTH OF THE CAMPAIGN’S CONTENT
Gatorade Earned media valued at three times the paid media budget.
Gatorade
Earned
media
valued at
three times
the paid
media
budget.
CLIENT
GATORADE
NOVEMBER
2022
“GATORADE STANDS STRONG IN SPORTS AND ONLINE DIALOGUES. USING AN ICONIC MEME, WE SPOTLIGHTED THE UNSUNG HYDRATORS AND EMPHASIZED OUR BRAND’S ROLE FOR TOP ATHLETES AND THEIR SUPPORT TEAMS,” – VANESSA DOTI, MARKETING DIRECTOR OF GATORADE BRAZIL.
CREDITS: Advertiser: PepsiCo. Product: Gatorade. CCO: Rodrigo Grau. CEO: Martin Montoya. Copywriter: Vinicius Dias. Art Director: Isabele Ramos. Strategist: Emily Rheded. Producer: Naná Bittencourt, Social Strategist: Alice Rosa. Project Manager: Juliana Silva. Production House: PBA Cinema. Director: Santi Dulce. Executive Direction: Mayra Gama. Director of Photography: Licia Arosteguy. Executive Producer: Fernando Fanucchi. Producer: Mônica Viesi. Art Direction: Magidlena Arrieta. Production: Fernanda Gomes / Natalia Pinheiro & Gabi Fernandes Key Clients: Francisco Mangiarotti, Vanessa Doti, Tatiana Brito, Jorge Naterri, Mariana Gomes, Giovanna Guapo, Eduardo Koeler.