Sorry, Water: You Weren’t Made for This Says New Campaign from Gatorade


According to a new campaign from Gatorade, when it comes to intense and sweaty workouts, ‘Water wasn’t made for this’. The brand’s new positioning was created by brand experience agency Akcelo, and launched with a fully integrated campaign across Australia-.

The launch film, shot by TAXI Films’ Justin McMillan, is an ode to water that acknowledges its importance to life as we know it, while also recognizing where water’s limitations lie.


Similarly, the OOH, shot by Chris Searle at Title Artist Management, demonstrates how the raw physical exertion of workouts like a sweaty gym session, a breathless run, or a scorching hot tennis match demands Gatorade No Sugar.

Beyond film, outdoor and social, ‘Water wasn’t made for this’ extends to ambient placements where exercisers sweat the most – at the top of a gruelling flight of stairs, on heavy kettlebells, pull-up bars and even at outdoor gyms.

“This new positioning puts a really relevant spin on hydration, something exercise fanatics take extremely seriously,” said Vandita Pandey, Chief Marketing Officer ANZ of PepsiCo Snacks and Beverages.


“It’s exciting to go beyond the usual media placements and utilise some hyper-targeted opportunities to speak to people during sweaty moments.”

Aden Hepburn, CEO of Akcelo, said: “In a category defined by fast-paced, high octane visuals and nothing but glossy, muscular and impossibly toned physiques, we opted for a different take – a powerful insight, executed with stillness, simplicity and craft.

This work represents a big shift for our partners at PepsiCo, and we couldn’t be prouder to play our part.”

Gatorade, a household name globally which was developed to meet the needs of athletes, has a long history of aligning itself to sweat and physical exertion. ‘Water wasn’t made for this’ marks a bold new move for the brand.


Agency: Akcelo
Group Creative Director: Louise McQuat
Creative Partner: Jon Foye
Creatives: Henry Wall, Grga Calic
CSO: Dave Di Veroli
Strategy Director: Sarah Tan
Client Partner: Sarah Pang
Account Director: Raquel Ware
Senior Producer: Stephanie Ceccaldi
Integrated Producer: Dan Burns
Executive Events Producer: Michal Frydrych
CEO: Aden Hepburn

Client: PepsiCo Australia
Vandita Pandey, CMO ANZ Snacks & Beverages
Susan Press, Head of Beverages Marketing, ANZ
Eric Burke, Marketing Manager
Brad Fisher, Brand Manager
Belinda L’Estrange, Marketing Manager
Judith Myers, Insights Manager

Film Production: Taxi
Director: Justin McMillan

Post production: The Editors

Sound Post Production and Music Facility: Rumble

Stills Photography: Chris Searl

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