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Gatorade CMO: We’re at the Precipice of the Brand’s Evolution  

Gatorade brought on Kalen Thornton a little more than a year ago as CMO and, after tackling some serious challenges, the brand is revitalized, gaining dollar share and cultural credibility. So reports The Drum.

GatoradeAmid the launch of its new ‘All For Fun’ TV spot, the former Nike executive and Dallas Cowboys linebacker, shared some insight into the brand's success. He detailed how the brand will seek to accelerate growth by focusing on three pillars.

They are:

  • Leaning into youth culture
  • Inclusivity
  • Innovation

The new spot focuses on the “sports stars of the future and the joy of collaborating with teammates,” according to the article. At a time when most kids stop playing sports by age 13 because they’re no longer fun, the spot is playful and upbeat and features stars like Trevor Lawrence of the Jacksonville Jaguars and Fernando Tatis Jr. of the San Diego Padres, among others.

Thornton is trying to remake or evolve Gatorade’s image, taking it from a firm that’s about providing “sports fuel” to a “brand that’s fueling sports culture and athletic wellness.”

Read the full article from The Drum.

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