Gatorade wanted to steal the conversation on social during March Madness and beat their post from the previous year (which got 24.8k likes). The only catch—they weren’t sponsors.

So how do you show up on social when you can’t even mention the tournament or the players? You give the nine Gatorade-sponsored schools that made it to the Sweet Sixteen a new way to celebrate their school pride. We rebranded a very limited-edition run of existing Gatorade flavors to hero each team. With this activation, we exceeded our goal of 24.8k likes in less than a day.

We gave each school their own unique assets to leverage on social during the games.
We also had a little fun letting fans predict who would win the game when two Gatorade-sponsored teams went head to head.

Credits Agency:Swift // Creative Director: Pat McCaren // Senior Art Director: Jake Hollomon