Two global networks working with one vision.

VML became the digital agency of record for Gatorade in 2010. Since then, our team members have collaborated with Gatorade’s network to deliver award-winning work and stellar results.



VML and Gatorade work hand-in-hand as client partners to craft the vision for the brand in digital, as well as consumer-facing messaging that brings that vision to life. Together, we continue to develop work that spans campaigns, social, branded content, digital innovation and more.

Case study

We built a Hydration Machine to educate athletes on the impact of hydration.

Most athletes fail to listen and retain information on nutrition, even if it's crucial to their performance, so Gatorade illustrated hydration in a new way that's both engaging and memorable.

Challenge

Gatorade wanted to educate competitive athletes on the importance of hydration and its impact on performance.

Idea

We started with a deep dive into anatomy and athletic performance, building the connection between hydration and movement. Then we explored mechanical dynamics to create an original CGI kinetic machine that illustrates the science of hydration. Like the body, the Hydration Machine runs on fuel, and without proper fuel, the machine cannot reach peak performance.

Result

In the end, we created a new way for Gatorade to educate athletes.

Case study

How an iconic moment for a few became an immersive experience for everyone.

For the past 30 years, Gatorade has crowned the champions of the Super Bowl with the iconic dunk at the end of the game. Although it is seen by millions of broadcast viewers, it's only been experienced by a select few individuals since its inception. 

Challenge

How could the brand allow its fans on social media to take part in the celebration?

Idea

The Snapchat Gatorade dunk went live the day of the Super Bowl and featured a 3-D representation of the iconic Gatorade cooler seen on every NFL sideline. Through Snapchat's facial recognition technology, users could select the Gatorade lens to activate an interactive augmented reality Gatorade cooler to splash over their head, giving the impression that the user had just experienced a true Gatorade dunk. 

Result

More than 165MM platform views and 8MM unique user-generated videos helped create an increase in brand favorability and purchase intent. 

Awards & Recognition

Cannes Lions
Clio Awards