Fast Twitch
Dominating the energy aisle with a social-first approach
Problem
Center of Gravity
Gatorade is known for keeping athletes hydrated and providing in-game energy, Muscle Milk helps fuel recovery, but there was an opportunity to own the pre-workout moment with an energy drink designed with athletes in mind.
Solution
A new energy drink from Gatorade
We orchestrated a campaign of Surround SoundTM that started with a first of it’s kind partnership with the NFL to put Fast Twitch firmly in the locker rooms. We then discovered new and unexpected ways to earn our presence in the feed with A-list athletes and Athletic Creators.
Ramping up with Thursday Night Football
We launched TV on Amazon Prime’s first Thursday night football with six of the biggest athletes in sports today.
Shifting focus away from the game, to the moments before the whistle, when the hype is through the roof and muscles are ready to ignite. If Gatorade owned the sideline, then Fast Twitch was going to own the Locker Room.
Once the NFL season was over we pivoted our audience to Every Day Athletes, using curated creators that had a true Athletic following.
A brand system designed for fast starts
Every element within the visual identity was designed to demonstrate fast, explosive starts while being inspired by athletic forms. Type, color, and graphics were designed to establish visual connections between the angular, vibrant and unapologetic packaging design, our athlete photography and cohesive messaging.
We established a cohesive representation of the brand with energetic typography that speaks to athletic movement.
The color pallet was optimized to create stand out moments both on shelf and in social feeds.
Photography featured iconic, explosive movement and competitive swagger while demonstrating the product in-use within the athletes.
Bringing the energy to the feed
Intentionally designed to adapt to social channels, fuel greatness and help us stand out in the feed.
Our Dream Team
Signing Kittle, Metcalf, Diggs, and Watt to the same team!
We assembled a dream team of pros to show what it means to Start Fast and to capture new audiences.
Making the first Fast Twitch delivery a moment
We started to generate interest and curiosity by using recently retired defensive end JJ Watt to make the first delivery of Fast Twitch to a Circle K….people started to wonder...was this his new gig? What's Fast Twitch?
Ramping up with Thurday Night Football
As our pros, George Kittle and D.K. Metcalf went head to head, we lit up the Amazon Prim broadcast, and social feeds.
Piercing culture by getting fans to question reality
D.K.’s head-turning athleticism provided the perfect opportunity to spark debate and earn attention.
Launching with impact at Super Bowl LVII
We turned a physical activation into a social content engine that brought together athletes, creators and media. Feeds were fired up.
Once the NFL season was over we pivoted our audience to Every Day Athletes.
Carson Roney, Adam Waheed, and Jonathan Byone, among many others, showed how starting fast is a mindset for everybody, not just the pros.
Breaking new ground with creators and talent
Casting creators in our broadcast spots helped us supplement the campaign with creator-made content, delivered straight to their fans.
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10
Different Creators
234
Unique Pieces of Content
5M
Social Views