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Gatorade REPLAY

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Earned Media Campaign / 2011

Once athletes graduate from high school, their competitive activity declines significantly, as does their Gatorade consumption. We wanted to reignite the competitive spark among these athletes, extending Gatorade loyalty beyond their teen years. So we fuelled an opportunity every athlete dreams of – a second chance – by reuniting former high school teams to replay their original games five, ten, even 15 years later. There were thousands of submissions from teams nationwide, resulting in the formation of the Replay League. Due to demand, Replay goes international in 2011.

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