The Return of a Classic

Gatorade Revives “Is It In You?” Tagline

By: Sergio Moises, Growth & Innovation Specialist

In the dynamic world of sports drinks, few brands have established an iconic presence, such as Gatorade. Known for its relentless drive to fuel athletes and its innovative approach to hydration, Gatorade is once again making headlines. We are currently witnessing the revival of Gatorade’s legendary tagline, “Is It In You?” as part of PepsiCo’s latest ad campaign.

A Trip Down Memory Lane

For those who remember, “Is It In You?” isn’t just a tagline; it’s a question that has inspired athletes and fitness enthusiasts for decades. First launched in the late ’90s, this powerful phrase encapsulates the essence of Gatorade’s brand promise: to push your limits, to dig deep, and to discover the potential within. It’s a challenge, a motivator, and a celebration of the relentless spirit of sportsmanship.

The tagline’s return signals more than just nostalgia. It marks a reaffirmation of Gatorade’s core values and its unwavering commitment to supporting athletes at every level.

Why Now?

In a landscape where consumer loyalty is continuously being redefined, Gatorade’s decision to revive “Is It In You?” is both strategic and heartfelt. PepsiCo recognizes that today’s consumers crave authenticity and heritage, especially from brands they grew up with. By bringing back this iconic slogan, Gatorade is tapping into the collective memory of its audience, reconnecting with long-time fans while resonating with a new generation of athletes.

The timing is impeccable. Post-pandemic, the world of sports is experiencing a resurgence. People are more health-conscious, seeking ways to stay active and hydrated. Gatorade’s message of inner strength and perseverance is more relevant than ever.

The Campaign: Bigger & Bolder

This is not just a nostalgic nod; it’s a full-fledged revival. PepsiCo’s campaign will leverage the tagline across multiple platforms, including digital, social media, television, and in-store promotions. Expect to see a series of high-energy commercials featuring top-tier athletes who embody the spirit of “Is It In You?”

The campaign promises to be a combination of both the past and the future. With the addition of current WNBA superstar Caitlin Clark, we get an idea of what is the future of basketball. Yet, we also get a glimpse of the past with the recognizable voice of Michael Jordan as the narrator. This is a nod to the overall tagline of the campaign, stating that the game is constantly changing yet that “it” factor will be the only thing driving success no matter what.

Looking Ahead

As we look to the future, Gatorade’s revival of “Is It In You?” is a masterclass in blending legacy with modernity. It’s a reminder that while trends come and go, the essence of a brand built on passion and performance endures.

At &Barr, we’re excited to see how this campaign unfolds and how it will shape the sports drink market. Gatorade’s message is clear: It’s not just about what you consume; it’s about what you’re capable of achieving. So, we ask you – is it in you?

Stay tuned for more insights and updates as we continue to explore the innovative moves in the world of marketing and advertising.

Image Source:

AdAge, GATORADE FEATURES MICHAEL JORDAN, CAITLIN CLARK AND OTHER STAR ATHLETES IN ITS BIGGEST CAMPAIGN EVER, May 29, 2024