Fast Twitch

Creating a world of fast

Overview

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.

Opportunity

Fast Twitch had the chance to own the pre-workout energy moment with an athlete-focused drink where no brand had yet claimed dominance.

Before-Workout
During-Workout
After-Workout

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.

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Execution

Owning pre-game energy with star athletes

We launched on Amazon Prime’s Thursday Night Football with six top athletes, owning the pre-game hype and locker room energy. After NFL season, we shifted to Every Day Athletes with creators who bring real athletic followings. Bold visuals and explosive graphics matched the dynamic packaging and athlete photography. From JJ Watt’s viral delivery to Super Bowl activation, we fueled curiosity and ignited social feeds.

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Solution

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.

A black and white brochure with green lettering

We established a cohesive representation of the brand with energetic typography that speaks to athletic movement.

A black and white brochure with a green stripe

The color pallet was optimized to create stand out moments both on shelf and in social feeds.

Explosive and energetic graphics were inspired by the Fast Twitch packaging to build an own-able and expressive look.

A series of photoshopped images of a woman

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.

A group of men standing next to each other in front of a black background

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.

Two hands holding two different photos of a man and a woman

Piercing culture by getting fans to question reality

D.K.’s head-turning athleticism provided the perfect opportunity to spark debate and earn attention.

A collage of photos of a man and a woman

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.

A woman drinking a can of diet cokeA woman in a black dress is holding a bottle
A man holding a bottle of minnesota timberwolves basketball
A woman holding a sign that says stay tunedA group of men standing on top of a tennis court
A man is running in a studio with a camera
A close up of a person holding a bottle
A woman drinking a can of diet cokeA woman in a black dress is holding a bottle
A man holding a bottle of minnesota timberwolves basketball
A woman holding a sign that says stay tunedA group of men standing on top of a tennis court
A man is running in a studio with a camera
A close up of a person holding a bottle

10

Different Creators

234

Unique Pieces of Content

5M

Social Views

Results

Fast Twitch ignites sales and gains new fans

Fast Twitch achieved strong sales growth and expanded its customer base significantly in its first year. The campaign’s innovative NFL partnership combined with creator-driven content boosted brand awareness and engagement. This approach helped Fast Twitch break through a crowded market and establish itself as the go-to pre-workout energy drink for athletes.

Results

$125M year one sales

1.4M customers to the portfolio

1M net-new energy customers