PepsiCo ventures into the rapid rehydration category in Latin America with the launch of Gatorlit: a new product that offers quick rehydration for everyday discomforts. The challenge … read morewas to launch Gatorlit across the region with Gatorade’s endorsement, using a tone and communication that would differentiate it from the competition. To achieve this, together with Springtime, the brand focused on real issues that had not yet been addressed within the category: for example, hangovers, stomach discomfort, intense heat, and dehydration caused by everyday activities. In this context, a campaign was launched with the concept, "Gatorlit can't solve everything, it just helps you recover very quickly.” Through humor, the campaign connects emotionally with those experiencing some discomfort, highlighting the product’s main attribute: a high electrolyte content for very rapid rehydration. In this way, in each piece, the protagonists achieve a quick recovery thanks to Gatorlit’s formula. But that's all—because you can't expect it to help you use chopsticks, open a door, change a flat tire, or prevent your phone from getting destroyed.
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