Gatorade has announced it has collaborated with TBWA Sydney and Eleven to launch its new sugar-free electrolyte water, G Active, that aims to inspire Aussies to get active.
To kick things off, an exclusive fitness hotspot was launched last weekend. Located on Sydney Harbour, the G Active HydroGym was a pop-up floating fitness destination, 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 also 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.
Gatorade marketing manager Jamie Bruce said: “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.”
TBWA Sydney managing director Nitsa Lotus said: “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.”
Creative agency: TBWA Sydney
PR agency: Eleven
Media agency: PHD
Influencer agency: Total Sport and Entertainment
Social agency: Red Engine