BUENOS AIRES, ARGENTINA — PepsiCo ventures into the rapid rehydration category in Latin America with the launch of Gatorlit: a new product that offers quick rehydration for everyday discomforts. The challenge was to launch Gatorlit across the region with Gatorade’s endorsement, using a tone and communication that would differentiate it from the competition.
To achieve this, together with Springtime, the brand focused on real issues that had not yet been addressed within the category – for example, hangovers, stomach discomfort, intense heat, and dehydration caused by everyday activities. In this context, a campaign was launched with the concept: “Gatorlit can’t solve everything, it just helps you recover very quickly.”
Through humor directed by Hernán Corera & Juan Piczman, the campaign connects emotionally with those experiencing some discomfort, highlighting the product’s main attribute: a high electrolyte content for very rapid rehydration. In this way, in each piece, the protagonists achieve a quick recovery thanks to Gatorlit’s formula. But that’s all – because you can’t expect it to help you use chopsticks, open a door, change a flat tire, or prevent your phone from getting destroyed.
“Launching Gatorlit in Latam represents a big challenge because each country is going through a different stage. That’s why, with this launch, we aim to differentiate ourselves from the competition while also connecting locally with a clear and powerful message,” said Martín Watson, Senior Director of Functional Beverages at PepsiCo Latam.
“When you’re feeling unwell, all you want is to recover as quickly as possible. The reasoning was very simple: Gatorlit’s formula helps with what you need most, but don’t expect it to solve everything else. So, we decided to highlight the benefit and present it in a straightforward and fun way,” said Patricio Elfi and Santiago Luna Lupo, Co-founders & CCOs of Springtime.
The campaign will first launch in Peru and then expand throughout the region. In addition to the 30-second, 15-second, and six-second spots, it will feature OOH and digital content tailored for each country.
