Gatorade showcases 'dunk' celebrations with season-long NFL push featuring gaming – Marketing Dive

Even consumers who don’t enjoy football are likely familiar with the Gatorade dunk — also known as a Gatorade shower or bath — when bright orange buckets of the sports beverage are dumped on the heads of team coaches as they celebrate a victory. Gatorade is trying to draw out the emotional connection fans have to such moments through a season-long NFL campaign that puts an emphasis on cross-channel gaming activations and custom products. 
It’s always a journey to Greatness. A new @NFL season is under way and the Road to the Dunk starts now pic.twitter.com/1tknC81vwV
The New Era hats, which are being sold through Fanatics.com, are emblazoned with team logos and repeated patterns of the Gatorade lightning bolt on the side panels, along with the drink brand’s signature “G.” Gatorade is additionally introducing a limited-time End Zone Berry flavor at select convenience stores, including 7-Eleven and Circle K, that features a Snapchat code that opens the runner game when scanned. 
Users who try out the “Road to the Dunk” game will be directed to a website offering the chance to enter to win one of the lids, linking the mobile component back to the merchandise. Gatorade is also tying up with EA for future collaborations on the latest iteration of Madden on mobile and consoles. 
The PepsiCo label, which first signed as an NFL sponsor in 1983, joins other marketers in experimenting more with how branded games can complement other channels. Adidas and Dick’s Sporting Goods two years ago sponsored the first Snapchat video game that allowed players to buy products directly from the app. Commerce and interactive experiences have only grown in prominence in the time since due to the pandemic, which has pushed more people to shop online and seek virtual outlets for entertainment.   
Gatorade gearing up a lengthy NFL effort comes as parent PepsiCo continues to perform well. Net sales jumped 11.6% year-on-year to $20.19 billion in the third quarter, though the company anticipates continued price hikes due to higher inflation as well as supply chain shortages that will impact brands like Gatorade.
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