PepsiCo
Gatorade Hydration Boosters
Gatorade set out to reposition Hydration Boosters as an everyday essential, extending the brand beyond sport into daily life.
We created Never Fly Dry, a high visibility airport takeover that met consumers in one of their most dehydrated and overlooked moments: travel.
Core Services
- Account Management
- Creative + Brand Strategy
- Creative Direction + Design
- Film + Content Creation
- Media Planning + Buying
Over two days, fans flocked to Mooney’s Bookstore, which was filled with real books, Easter eggs and references, and in-show artifacts. To fully explore the experience, guests embarked on a literary scavenger hunt, scouring the shelves for handwritten clues that referenced the show’s past four seasons.
The scavenger hunt led to a replica of Joe’s infamous cage, rigged with props and complete with an eerie CCTV photo moment. Those who completed the hunt walked away with exclusive show swag, and a chance to attend a special advance fan screening at New York’s Paris Theatre.
