Gatorade brings back legendary 'Is It In You?' slogan for groundbreaking marketing initiative

Gatorade Revives Iconic Tagline

Gatorade is bringing back its famous “Is It In You?” tagline from the 1990s and 2000s in their biggest campaign yet, as revealed to Our Website.

The campaign aims to address the high societal expectations faced by today's young athletes. It features a 60-second ad narrated by Michael Jordan, a long-time partner of the brand, along with appearances by athletes such as Caitlin Clark and A’Ja Wilson.

The ad first aired during the NBA Western Conference Finals on May 28. It will continue to run throughout the summer, with additional marketing efforts on social media platforms like Snapchat and Instagram, as well as billboards in various cities across the country.

Gatorade's New Approach

Gatorade is reviving its iconic “Is It In You?” tagline from the ‘90s and early 2000s to inspire the next wave of athletes to focus on their goals and block out distractions. The brand recognizes the challenges that today's athletes face, with research showing that 53% of Gen Z athletes have quit sports due to external pressures such as social expectations and unrealistic standards.

The brand’s iconic tagline, made famous in ads featuring NBA legend Jordan covered in Gatorade-colored sweat, is making a comeback. This tagline represents the concept of “it,” defined by the brand as the “inner drive that fuels greatness.” The new 60-second spot, “It Hasn’t Changed,” is narrated by Jordan, the brand’s longest-standing athlete partner. It serves as a reminder to athletes that true greatness comes from their own determination, not from things like hype or social media popularity.

Gatorade’s Chief Brand Officer, Anuj Bhasin, commented on the revival of the tagline, “Is It In You?”, which was the brand’s biggest campaign ever. Bhasin explained that while the sports landscape has evolved, the one constant is the inner drive that propels athletes forward. This reminder is meant to emphasize that what truly matters is the inner motivation that pushes athletes to achieve their goals.

The movie features various athletes sponsored by Gatorade such as Josh Allen, Caitlin Clark, Sydney McLaughlin-Levrone, Jayson Tatum, A’ja Wilson, and DJ Lagway. They talk about how they have conquered personal challenges by tapping into their inner strength, all while showing off their sweat in Gatorade colors as a tribute to the iconic commercials.

A few other brands, such as Dove and Athleta, have prioritized the well-being of athletes in their marketing efforts. Gatorade is also stepping up its marketing game with a "colored sweat takeover" on social media, athlete billboards nationwide, and custom filters on Snapchat and Instagram.

Gatorade is bringing back its decades-old tagline, following in the footsteps of other brands like Pepsi and Coca-Cola's Sprite and Fanta. This nostalgic campaign trend has been seen in various marketing efforts recently, from Welch's Fruit Snacks to Gopuff and Puma, all aiming for a "bigger, better" approach.

PepsiCo highlighted Gatorade's strong performance in the North America Beverages division during the first quarter earnings. The company noted a significant improvement in market share trends as the period advanced, as stated in their latest earnings report. Gatorade made a splash in the hydration market earlier this year by introducing Gatorade Water, their first unflavored water product. To promote this new launch, they rolled out a digital-first campaign called "Always in Motion."

Editor's P/S:

Gatorade's revival of its iconic "Is It In You?" tagline is a powerful move that resonates with today's young athletes facing societal pressures. The campaign, featuring inspiring stories of athletes overcoming challenges, emphasizes the importance of inner drive and determination. Gatorade's recognition of the mental health challenges faced by athletes is commendable, and their efforts to promote well-being through marketing campaigns are a positive step towards supporting the next generation of athletes.

The nostalgic appeal of the tagline, coupled with the brand's commitment to athlete empowerment, is a winning combination. By tapping into the emotions of young athletes and providing them with a sense of purpose, Gatorade is not only selling a product but also fostering a culture of resilience and self-belief. The campaign's success is evident in its widespread reach across various platforms, demonstrating Gatorade's commitment to connecting with its target audience in meaningful ways.