- PepsiCo brand Gatorade has tapped rapper Kendrick Lamar for its new campaign “Lose More. Win More,” the latest edition of the brand’s “Is It In You?” platform.
- Lamar narrates the ad, which spotlights Gatorade’s roster of athletes including: Caitlin Clark, A’ja Wilson, Jayson Tatum, Luka Dončić and Shedeur Sanders.
- The campaign was created with the brand’s creative agency of record TBWA/Chiat/Day LA. It will also include OOH in specific local markets.
This new campaign represents Gatorade’s largest celebrity effort to date and is the first time the company has featured a rapper or musician.
Brands are often looking for ways to show up in culture and tapping celebrities of the moment are a good way to join the cultural conversation. Gatorade’s partnership with Kendrick Lamar comes after the rapper’s iconic performance during the Super Bowl LIX halftime show.
The new campaign dropped during the NBA Playoffs on April 19 and will run throughout the summer with additional ads dropping in the coming weeks.
