This megabrand was faced with increased competition. From Moms/Dads who were bringing Capri Sun and Sunny Delight to their kids soccer games, to YMCA weekend warriors who preferred bottled water rather than Gatorade. The key insight was that moms/kids/weekend warriors look to sports professionals for cues on everything from shoes to competition drinks. The out-of-place visuals in TV and Print campaigns make the point – there’s no good substitute for Gatorade.