Gatorade Taps 'Stranger Things' for Nostalgic '80s Campaign Revival
Gatorade, the PepsiCo-owned sports beverage giant, is diving into the world of Hawkins, Indiana, and the Upside Down with a new marketing campaign tied to Netflix's hit series, Stranger Things. The initiative revives Gatorade's iconic 1987 "No Ordinary Thirst Quencher" platform, reimagining it for the show's '80s setting and supernatural themes.
The campaign, dubbed "No Ordinary Athlete," launched with a 30-second commercial featuring NFL star Myles Garrett, a Gatorade ambassador and self-proclaimed Stranger Things fan. The spot blends the original '80s jingle with the show's synth-heavy title theme, illustrating how Gatorade fuels athletes to overcome "extraordinary battles" – a metaphor for the intense pressures of sports performance.
A Retro Campaign with a Modern Twist
The new advertisement opens with young athletes in the fictional town of Hawkins, reaching for Gatorade during a game. As they make pivotal plays, their surroundings transform into the eerie Upside Down, complete with a cameo from the series antagonist, Vecna. Garrett's narration emphasizes the link between athletic prowess and Gatorade's hydrating power in conquering these symbolic challenges.
The campaign extends beyond the screen with a comprehensive media plan. The ad will run across social and digital channels before hitting connected TV (CTV), including a strategic buy during Netflix's Christmas Day NFL game, coinciding with the release of final Stranger Things episodes. High-impact out-of-home (OOH) placements are planned for major cities like New York, Los Angeles, and Cleveland, where Garrett plays for the Browns.
Merchandise and a Fan-Favorite Flavor Return
Adding to the nostalgic appeal, Gatorade is bringing back its Citrus Cooler flavor, first introduced in 1988. This limited-edition return features five collectible bottles with retro-inspired packaging and a special "Upside Down" variant, available nationwide. Fans can also purchase exclusive merchandise through two capsule collections on Gatorade.com: the "1987 Hawkins Capsule" and the "Upside Down Capsule," offering vintage-style apparel, towels, and other items.
The "No Ordinary Athlete" campaign was developed by Gatorade's creative agency, TBWA\Chiat\Day LA. OMD managed paid media, Wasserman led social strategy, FleishmanHillard handled public relations, and Noun Agency oversaw influencer components.
Gatorade's Evolving Marketing Strategy
This collaboration marks Gatorade's continued exploration of weaving entertainment into its traditional sports marketing strategy. The brand previously partnered with rapper Kendrick Lamar for ads extending its "Is It In You?" platform, which also saw a revival of an '90s tagline. This move aligns with a broader trend of brands leveraging pop culture phenomena to connect with audiences.
Stranger Things, since its debut nearly a decade ago, has proven to be a powerful magnet for legacy brands seeking to tap into '80s nostalgia. The show's unique blend of retro aesthetics and compelling storytelling offers a rich canvas for marketing tie-ins, especially as Netflix actively expands its advertising business. Other major brands like Target, Doritos, and Chips Ahoy have also launched large-scale campaigns and product promotions around the series' final season.
The trend of nostalgic marketing extends beyond specific shows, dominating the CPG category. Brands such as Welch's, Pringles, and Sprite have recently updated older taglines, mascots, and advertisements to resonate with younger demographics like Gen Z and millennials, demonstrating the enduring power of retro appeal in contemporary marketing.
