Real Athletes’ Tongues Confirm Gatorade Is Always Behind Greatness

Have you ever wondered what the world's top athletes have in common? Greatness.

With this in mind, a series of sports stars participate in The Color of Greatness, the campaign created by Gatorade and BBDO Argentina which shows how the famous sports drink brand's claim, Behind the Greatness, is 100% true.

Gatorade is behind every sweat, behind every challenge, for real. And to prove it, the brand decided to use real images that show how, in every historic moment of sporting greatness, athletes from different disciplines have painted their tongues in colour: clear proof that PepsiCo was there to keep them hydrated and energised.

"Through a discovery in the athletes' tongues, we found an easy way to demonstrate Gatorade's presence, not just a simple advertising message... Without any special resources, just editorial photos, we were able to show that when Gatorade says it stands behind greatness, it's really true", said Joaquín Campins and Christian Rosli, chief creative officers at BBDO Argentina.

The Color of Greatness can now be seen on Instagram and in print media in Argentina, Brazil and Chile.