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September 22, 2019Cart

Business

by Westchester County Business Journal
by WCBJ

PepsiCo’s Gatorade brand taps European soccer stars in new campaign

PepsiCo’s Gatorade brand has tapped a pair of champion European soccer stars to highlight its 2019 international campaign dubbed “Make Them Sweat.”

Leo Messi in a still from the new campaign. Image courtesy The Gatorade Co.

The new campaign, which spans digital and social media, features five-time Ballon d’Or winner and four-time UEFA Champions League winner Leo Messi and Manchester City Football Club star forward Gabriel Jesus. In the first advertisement released in the campaign, Messi and Jesus are seen leaving their bedraggled competition – as well as doubting detractors in the stands and the television audience – soaking in puddles of exhaustion while the star athletes effortlessly score goals, pausing only to casually enjoy a Gatorade. Other aspects of the campaign include new artwork created by illustrators Diego Patiño and Dan Leydon plus a viral-focused #MakeThemSweat logo.

“This campaign brings a lighthearted tone to a common motivator of the world’s best athletes: make your opponents sweat,” said Emiliano Di Vincenzo, general manager of Gatorade International.