Fast Twitch
Dominating the energy aisle with a social first appraoch
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.
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.
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.
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.