Never Finished: Ben Jackson
Gatorade: Win From Within
Social, .com, Print, Swag, etc.
Rebound: Pit Bulls
Resurgent: Annie Hilton
The Fighter: Bobby Hornsby
Starting Again: Erica Wilson
Win From Within: Case Study
Back to Work
Winning isn’t everything. But when Gatorade launched its “Win From Within” positioning using professional athletes, that’s all their target of teen athletes heard. They were missing half the message. We realized that the best way to fully define "Win From Within" was to use stories from our core audience, teen athletes. Stories about overcoming personal, environmental, and economic struggles — stories that weren’t even about winning, but about having to dig deep just to compete.
We documented teen athletes who embodied "Win From Within" in ways that pros can’t. Their stories spread, earned millions of views, thousands of engagements, and got the sports world talking. And in a complete reversal, professional athletes were inspired by teen athletes. And our target went from missing half the message to sharing what it means to Win From Within.