Gatorade Reimagines Classic Campaign for Netflix Hit
Gatorade, the iconic sports drink brand under PepsiCo, is bringing back its nostalgic 1987 “No Ordinary Thirst Quencher” campaign with a modern twist. This time, the brand is aligning its messaging with the eerie world of Netflix’s beloved series, Stranger Things, ahead of its much-anticipated fifth and final season.
The campaign, now dubbed “No Ordinary Athlete,” blends retro flair with elements from the show’s surreal setting, Hawkins, Indiana, and its ominous parallel dimension known as the Upside Down. A 30-second commercial spot will kick off the integrated marketing effort, featuring narration by NFL star Myles Garrett, a self-proclaimed fan of the series and official Gatorade ambassador.
Commercial Spot Melds Nostalgia and Science Fiction
The new ad opens with a basketball player in Hawkins reaching for a Gatorade bottle mid-game. As the original 1987 jingle plays, he leaps into the air and the gymnasium morphs into the dark, monster-laden Upside Down. The transformation symbolizes the intense pressure of sports performance. This dramatic sequence is underscored by the iconic synth-heavy Stranger Things theme music.
The storyline continues with similar transitions for baseball and football players, culminating in an ominous appearance by Vecna, one of the show’s main antagonists. Garrett’s voiceover emphasizes that overcoming fear and adversity requires extraordinary effort — and the replenishing power of Gatorade.
Multi-Platform Campaign Activation
In addition to the commercial, Gatorade is launching a robust multi-platform push. The campaign includes high-impact out-of-home (OOH) placements in major cities such as New York City, Los Angeles, and Cleveland — the hometown of Garrett’s NFL team, the Browns. These installations are designed to immerse passersby in the nostalgic-meets-supernatural aesthetic of the campaign.
To further engage fans, Gatorade has released two exclusive capsule collections on its website. The 1987 Hawkins Capsule and the Upside Down Capsule feature vintage-style apparel, towels, and accessories inspired by both the original campaign and the Netflix series. These limited-edition offerings are expected to resonate with collectors and new fans alike.
Retro Citrus Cooler Returns
Adding to the nostalgia, Gatorade is reviving its long-discontinued Citrus Cooler flavor, first introduced in 1988. The drink will be available in five collectible bottles, each adorned with retro aesthetics and special Upside Down-themed variants. The bottles will be sold at retailers across the United States in limited quantities.
This flavor revival is not only a nod to longtime fans but also a strategic move to capitalize on the retro beverage trend that has gained momentum among Gen Z and millennials.
Collaboration with Top Agencies and Media Strategy
The “No Ordinary Athlete” campaign was developed in partnership with Gatorade’s agency TBWA\Chiat\Day LA. Paid media planning was handled by OMD, while Wasserman contributed to social strategy. Public relations were led by FleishmanHillard, and influencer marketing was supported by Noun Agency.
Gatorade’s media strategy includes a connected TV (CTV) buy that aligns with Netflix’s NFL game airing on Christmas Day — a key moment when one of the final batches of Stranger Things episodes will be released. This placement ensures maximum exposure during a period of heightened viewer engagement.
The Broader Trend: Entertainment Meets Sports Marketing
This campaign is part of Gatorade’s broader effort to merge entertainment with its traditional sports-focused branding. Earlier this year, the brand teamed up with rapper Kendrick Lamar for a campaign extension around the NBA playoffs, reviving its classic “Is It In You?” slogan from the ‘90s.
As Stranger Things continues to serve as a cultural touchstone for nostalgic marketing, Gatorade joins a list of prominent brands — including Target, Doritos, and Chips Ahoy — leveraging the show’s popularity for creative promotions. The scale and sophistication of these tie-ins have grown alongside Netflix’s ambitions to build out its advertising business.
Beyond the series, nostalgic branding has remained a dominant strategy in the consumer packaged goods (CPG) sector. Brands such as Welch’s, Pringles, and Sprite have all reintroduced classic mascots, taglines, and designs to appeal to younger consumers who crave both novelty and sentimentality.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.