In a TV advertisement featuring NBA stars Kevin Durant and Dwyane Wade, Gatorade unveiled the phrase “Win From Within” in March 2013. At the same time, the company sponsored a promotional campaign based on this tagline, with five bottles commemorating different legendary sports moments (such as Michael Jordan’s 1988 foul line slam dunk). As of February 2015, the tagline is still widely utilised.
Gatorade’s parent company, PepsiCo, adopted the confident slogan “Is It In You?” for the sports drink and food brand in the years leading up to 2013. The motto encapsulated the mindset of looking inward for motivation and inspiration. Michael Jordan was featured in an advertisement using the catchphrase, however the outtakes of him mispronouncing the phrase became viral online sensations.
Gatorade has used a variety of different slogans and catchphrases over the years. When first introduced, it was called “Gatorade Thirst Quencher.” As time went on, the company rebranded its sports drink assortment with catchy phrases like “Be Tough,” “No Excuses,” “Shine On,” and “Bring It.”