Gatorade: The sports fuel company - Jimmie Johnson Gatorade dunk

Gatorade, a manufacturer of sports-themed beverage and food products, launched the Jimmie Johnson Gatorade Dunk campaign in the US.

Campaign details

Brand: Gatorade:The Sports Fuel CompanyAgency: FleishmanHillardCountry: USA

Marketing context

This was a first and one-time campaign. It had never been done before and will (likely) never be repeated in NASCAR. Consumers have seen the Gatorade dunk across many other sports, especially at their pinnacle moments, like the Super Bowl or NBA Championship, but its motorsports debut was a pleasant surprise to Johnson, his fans and the media who cover him.

Campaign planning

Gatorade implemented this campaign to break through the crowded sponsor space of NASCAR and bring widespread attention to a roster athlete's...

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