The outdoor campaign seeks to remind consumers of the need to rehydrate themselves after strenuous activities during the summer months. It features "quietly confident-looking sportsmen, whose will to win is fuelled by Gatorade's combination of fluids, electrolytes and carbohydrates.
The campaign, which is running on buses, billboards and on the Mass Transit Railway system, also highlights the "six per cent advantage" that Gatorade offers people after a workout. The campaign was developed by DDB, while sister agency Rapp Collins handled the sampling exercise, which includes an educational component to remind consumers they lose more than water when they sweat.
"The headline, Break the limit, will remind Hong Kong people to 'never say die', said Simon Wong, market unit manager for Pepsico Hong Kong.
