Leo Messi, Usain Bolt, Dwayne Wade & co dans la dernière publicité Gatorade

En 2015, la marque Gatorade du groupe PepsiCo, célèbre ses 50 ans d’existence. Cette semaine, la marque a présenté la dernière publicité de son année anniversaire avec une pléiade de stars.

En effet, Lionel Messi, Usain Bolt, Abby Wambach, Dwyane Wade et Eli Manning font partie des athlètes qui apparaissent dans la publicité, conçue par l’agence TBWAChiatDay Los Angeles. Ce spot, intitulé « Moving The Game Forward » (« Faire avancer le jeu »), positionne Gatorade comme la marque qui alimente le sport, un positionnement qui a pour objectif de faire évoluer la marque de son statut de boisson hydratante pour le sport.

Alors que la première publicité de cette année anniversaire faisait référence aux 50 moments marquants de l’histoire de la marque dans le sport, ce nouveau spot est tourné vers le futur et les priorités de Gatorade, à savoir créer des formules de boissons personnalisées en fonction des besoins de chaque athlète.


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« Ce que vous verrez de Gatorade dans un futur proche est notre approche de la personnalisation pour répondre aux besoins des athlètes. » a annoncé Kenny Mitchell, Senior Director of Consumer Engagement chez Gatorade. « Nous sommes en pleine phase de finalisation actuellement et nous partagerons avec le grand public le temps venu. »

Ce projet pourrait etre une bouteille connectée dont on voit les prémices dans le film et qui serait reliée à un capteur porté par l’athlète capable de connaitre en temps réel les besoins nutritionnels de l’athlète et de diffuser dans la bouteille la quantité nécessaire de Gatorade pour l’aider à atteindre son objectif.

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Si ce projet est confirmé, l’ère de la préparation sportive devrait tourner une nouvelle page…

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