In the late 1990s, Gatorade introduced its groundbreaking "Is It In You?" advertising campaign, making a splash in sports marketing and solidifying the brand’s position as the go-to sports drink for athletes. Today, Gatorade is reviving this classic ad campaign to speak to the next generation of athletes.
Inside the Classic Campaign
Through the early 2000s, the campaign featured black-and-white imagery of athletes, including Michael Jordan, dripping Gatorade instead of sweat. This visually represented the role of hydration in achieving peak performance.
The tagline "Is It In You?" posed a direct challenge to consumers, urging them to embrace their competitive spirit and push their physical limits (with the help of Gatorade, of course). The simplicity of the slogan made it memorable and easily recognizable. The focus on high-performing athletes created an aspirational and motivational element for everyday athletes. The endorsements from sports celebrities lent credibility to the brand, positioning Gatorade as an essential product for all levels of athletes.
By tapping into the growing sports culture of the 1990s, Gatorade appealed to a broad audience. Sports culture boomed in the 1990s, driven by several key factors, including increased media coverage and the globalization of sports. With the rise of dedicated sports channels such as ESPN, sports became part of the daily lives of more people who could easily keep tabs on key events and star athletes.
The Next Generation
Though enthusiasm for sports remains strong today and fans have greater access than ever to sports-related content thanks to digital channels, signs point to declining youth participation in sports. This could signal a shift in priorities among children and teens, who may be drawn towards other forms of entertainment and activity, such as e-sports and social media. If this decline continues, it could have long-term implications for the future of traditional sports and brands such as Gatorade.
The decline can also be attributed to external pressures young people face. According to the American Academy of Pediatrics, 70 percent of youth athletes quit sports due to overtraining, injuries, and burnout. Gatorade's market research supports these findings, showing more than half of youth athletes said they quit sports because of pressures such as mental health, criticism, and unrealistic expectations.
Gatorade hopes to address the struggles of young athletes by sharing stories of adversity and success. In a new 60-second video advertisement narrated by Michael Jordan, Gatorade says that though sports have changed, the internal strength required of an athlete has not. According to the ad spot, it’s what’s inside the athlete that drives the game.
Michael Jordan essentially passes the torch to a new generation of athletes, including DJ Lagway (University of Florida football) Caitlin Clark (WNBA Indiana Fever), A’ja Wilson (WNBA Las Vegas Aces), Jayson Tatum (NBA Boston Celtics), Josh Allen (NFL Buffalo Bills) and Sydney McLaughlin-Levrone (Olympic hurdler). And timing is everything—the campaign follows Lagway in his debut season as quarterback for the University of Florida; Clark in her first season in the WNBA; Wilson as she and her team fight for their third-straight WNBA title; Tatum as he enters the NBA finals; Allen and his journey from unknown football prospect to NFL quarterback; and McLaughlin-Levrone as she competes in the 2024 Olympics.
Gatorade executives say it's important for iconic brands to strike a balance between being consistent and modern. It seems other classic brands feel the same way and have noticed a similar trend in athletics. Dove and Nike worked together on a body confidence campaign for young female athletes, and Athleta launched a campaign around women’s empowerment and gender equality.
The "Is It In You?" revival doesn’t stop here. Gatorade says it will leverage every athlete on the company’s roster to highlight their stories as part of the campaign, which will include video spots, billboards, social media posts, and sponsored filters on Instagram and Snapchat. The campaign will run throughout the summer and into the fall when the college and NFL football seasons kick off.
In the Classroom
This article can be used to discuss target markets, the marketing mix, and market research (Chapter 11: Customer-Driven Marketing) as well as promotion strategy (Chapter 12: Dimensions of Marketing Strategy).
Discussion Questions
- What were the key elements that made the original "Is It In You" advertising campaign successful?
- How has sports culture changed since the 1990s?
- How does Gatorade plan to modernize the "Is It In You" campaign to resonate with the next generation of athletes?
This article was developed with the support of Kelsey Reddick for and under the direction of O.C. Ferrell, Linda Ferrell, and Geoff Hirt.
Sources
Audrey Kemp, "Gatorade & Michael Jordan Revive Iconic ‘Is It in You?’ Campaign with a Modern Twist," The Drum, May 29, 2024, https://www.thedrum.com/news/2024/05/29/gatorade-michael-jordan-revive-iconic-it-you-campaign-with-modern-twist
Jason Notte, "Why Michael Jordan and Caitlin Clark Are Running Back a Classic Gatorade Campaign," Adweek, May 30, 2024, https://www.adweek.com/brand-marketing/why-michael-jordan-and-caitlin-clark-are-running-back-a-classic-gatorade-campaign/
Jessica Deyo, "Gatorade Revives Iconic ‘Is It In You?’ Tagline for Largest-Ever Campaign," Marketing Dive, May 29, 2024, https://www.marketingdive.com/news/gatorade-is-it-in-you-tagline-michael-jordan-largest-marketing-campaign/717232/
