Gatorade revives iconic ‘Is It In You?’ tagline for largest-ever campaign

May 29, 2024

Gatorade is reviving its iconic “Is It In You?” tagline from the 1990s and 2000s as part of the PepsiCo brand’s largest-ever campaign, reports Marketing Dive.

The campaign is meant to combat the intense societal pressures placed on the latest generation of athletes and is rooted in a 60-second ad narrated by longtime brand partner Michael Jordan with appearances from athletes including Caitlin Clark and A’Ja Wilson.

The spot debuted during the NBA Western Conference Finals on May 28. The campaign will run throughout the summer with additional marketing spanning social media—including custom filters on Snapchat and Instagram, and billboards in cities nationwide.

The move seeks to address the shifting pressures and distractions faced by athletes today versus three decades ago—with 53% of Gen Z athletes who stopped playing sports reporting that they did so because of external factors like social pressure and unrealistic expectations.

Accordingly, the revival of the brand’s iconic tagline—first popularized with ads showcasing NBA legend Jordan dripping in Gatorade-colored sweat—reintroduces the concept of “it,” or what the brand defines as the “inner drive that fuels greatness.”

The campaign’s 60-second spot, “It Hasn’t Changed,” is narrated by Jordan, also the brand’s longest-standing athlete partner, and serves as a reminder to athletes that greatness isn’t about aspects like hype, clout or likes, but one’s own determination.

“The return of ‘Is It In You?’—our biggest campaign of all time—is about acknowledging how much the sports landscape has changed, while reminding athletes that one thing hasn’t: the inner drive that fuels you,” said Gatorade Chief Brand Officer Anuj Bhasin.

Research contact: @marketingdive