Gatorade is tapping into the cultural zeitgeist by partnering with Grammy-winning artist Kendrick Lamar to refresh its legendary “Is It In You?” campaign. This revival aims to inspire a new generation of athletes and individuals to push their limits and strive for greatness, echoing the spirit of the original 1999 campaign.
The Strategy:
By collaborating with a globally influential figure like Kendrick Lamar, Gatorade seeks to connect with a younger audience and inject contemporary relevance into a powerful and enduring brand message. Lamar’s reputation for pushing boundaries in his own field aligns seamlessly with the campaign’s core theme of relentless pursuit and inner drive.
The Creative:
The latest iteration of “Is It In You?” features Kendrick Lamar in a visually striking short film. The narrative explores the internal dialogue and relentless dedication required to achieve peak performance, whether in sports or any other field of endeavor. The campaign leverages Lamar’s artistic vision and storytelling prowess to create a compelling and aspirational message.
The Impact:
This partnership has generated significant buzz, bridging the worlds of sports and music. By aligning with a respected and influential artist, Gatorade is not only reaching a broader audience but also reinforcing its brand identity as a symbol of athletic excellence and unwavering determination. The campaign’s powerful imagery and Lamar’s compelling presence are designed to resonate deeply with individuals striving to unlock their full potential.
Takeaway:
Gatorade’s strategic move to collaborate with Kendrick Lamar on the “Is It In You?” campaign demonstrates the enduring power of a strong brand message when reimagined for a new era. By tapping into contemporary culture and partnering with a visionary artist, Gatorade is successfully reigniting a classic campaign and inspiring a new generation to find out what’s within them.