Gatorade No Sugar has a new endorser. Introducing “Drink Water,” a Filipino university student who went viral for his unique first name, has now been tapped as an ambassador for the global sports drink brand.
Drink Water Rivera is just a regular guy who passionately believes that ‘hydration is life’ – the campaign even shows him drinking water before going to sleep on a waterbed.
According to the campaign, while Drink Water might drink water for every occasion in his life, he reaches for Gatorade No Sugar when he exercises or for active moments.
To tell Drink Water’s story, Gatorade has released a fun mockumentary that combines humor with “a charmingly Filipino cultural touch.” The film was done in collaboration with 180 Amsterdam and Film Pabrika.
“We were quick to seize an opportunity when we observed the trending online buzz around Drink Water,” said Ray Philip Pine, Marketing Director, PH Beverages at PepsiCo.
“We recognized the potential to join an ongoing conversation and acted upon it. Drink Water and Gatorade’s convergence was a seamless and logical one, grounded in their shared passion for healthy, real hydration. Their alliance is an authentic and compelling tale, primed for the cultural zeitgeist.”
Katrina Encanto, ECD at 180 Amsterdam added: “This idea felt like the perfect intersection between a unique Filipino insight and Gatorade’s brand truth. By casting Drink Water as our hero, we hope to share a story that is both heartwarming and enlightening about hydration.”
— Chain Messages (@itwontworkelija) January 12, 2023
Agency: 180 Amsterdam
Production Company: Film Pabrika
Director: Joel Limchoc
Music: Adelphoi Music
Sound Design: Wave Amsterdam