By A Correspondent
In line with its international brand positioning, Gatorade India has kicked off its new campaign with ‘Sweat It To Get It’. Gatorade has created a vending machine that senses your body heat before dispensing a Gatorade. The machine encourages users to first work up a sweat by doing any physical activity like running or jumping jacks and then stand in front of the machine. If a user is sweating enough, the machine automatically dispenses a Gatorade!
Said Raghav Mehta, Manager, Brand Marketing – Gatorade, PepsiCo India Region: “The brand promise is simple – Gatorade helps replace what you lose in sweat during exercise. This machine not only helps demonstrate that in a fun yet effective way but also explains how exactly the sports drink works for your body.â€
Added Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney – the agency behind the idea: “The machine draws inspiration from the drink itself. When you exercise, muscles generate heat, increasing your body temperature. That’s precisely when you need Gatorade to restore the lost fluids in the process. We used Thermal Imaging to assess a user’s body heat. When it reached a pre-determined threshold, the machine dispensed a Gatorade. So in a way, it knows when you need a Gatorade!â€