Gatorade's History with the NFL
Gatorade, originally developed in 1965 by researchers at the University of Florida, was designed to replenish the fluids and electrolytes lost by athletes during strenuous physical activity, particularly in the sweltering Florida heat. The brand quickly gained traction, especially within the realm of college football, as it was initially used by the Florida Gators football team, which also gave the beverage its name. Gatorade’s popularity surged when the university's football team credited the drink for their improved performance and endurance, which subsequently lead to its adoption by other professional athletes. By the late 1970s, Gatorade had transitioned from a collegiate staple to a household name, establishing a strong foothold in sports marketing.
As the NFL surged in popularity during the late 20th century, Gatorade seized the opportunity to become synonymous with the sport. The company launched a series of strategic marketing campaigns that not only targeted athletes but also appealed to fans. By sponsoring NFL teams and leveraging endorsements from high-profile players, Gatorade entrenched itself within football culture, eventually becoming the official sports drink of the NFL.
A New Take on “Is it in You?”
The "You Know We Got 'IT'" ad is a dynamic 45-second spot that captures the essence of athletic spirit and the changing landscape of sports. The commercial opens with professional NFL athletes, their intense focus exemplifying the passion and dedication that defines the game. As they take refreshing sips of Gatorade, the visuals seamlessly transition to a spirited group of women engaging in an energetic game of flag football. This juxtaposition highlights not only the athletic prowess of both groups but also illustrates the growing inclusivity in sports, appealing to a wider audience.
The recurring chant, “you know we got it,” creates an infectious energy that resonates throughout the commercial. It serves as a rallying cry for athletes of all kinds, emphasizing the confidence and determination that fuels both seasoned professionals and emerging players. The editing style, cutting back and forth between the NFL players and the women on the field, builds anticipation and hype for the upcoming football season while celebrating the evolving dynamics of the sport.
Embracing Changing Times with Inclusive Messaging
Our advertising agency sees this campaign as a refreshing and timely embrace of the changing landscape of football, showcasing the sport's evolution while championing inclusivity and diversity. The campaign reflects a significant shift in societal attitudes towards football; it emphasizes not only the traditional aspects of the sport but also emerging alternatives. Flag football is not merely a substitute, but a legitimate and growing discipline that has garnered international attention - particularly as it is set to make its debut in the 2028 Olympic Games.
In highlighting flag football, Gatorade sends a powerful message about sports equity and the importance of fostering an inclusive environment. The brand acknowledges a history of underrepresentation in sports, particularly for women and marginalized groups, by spotlighting players from diverse backgrounds and showcasing their skills and passion for the game.
Moreover, by celebrating flag football, Gatorade not only broadens the narrative of what it means to play football but also builds a connection with younger audiences who may resonate more with the game's inclusive and collaborative nature. This emphasis on participation, rather than solely on competition, reflects a broader cultural shift toward recognizing the value of play in all its forms.
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Gatorade's "You Know We Got 'IT'" campaign exemplifies the power of engaging storytelling and strong brand identity in effective advertising. By tapping into the emotions and aspirations of athletes and everyday enthusiasts alike, Gatorade not only reinforces its position as a leader in the sports drink market but also cultivates a deeper connection with its audience.
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