• by Teresa Buyikian , Yesterday

Gatorade’s latest campaign kicks off the brand’s World Cup efforts with a new take on its classic tagline.

The brand’s “Trust What's Inside” campaign serves as a ”global reintroduction” of its longtime “Is It In You?” theme, which was originally introduced in the 1990s and retired  around 2014.

The new work features soccer stars Christian Pulisic, Vinícius Júnior, Julián Álvarez, Gilberto Mora, Luis Díaz and Tajon Buchanan, and serves to “remind athletes to trust what got them there.”

The 1:45 hero film, seen here, features shots of Gatorade’s soccer roster interspersed with video of youth athletes, showing the hard work and commitment to the sport needed to win. The spot is filmed in both color and black and white, and the players’ sweat appears in bright orange -- the same orange as used in the brand’s logo (and in the original “Is it in you?” campaign). The film is narrated by soccer legend Clint Dempsey.

“As these world-class athletes prepare to compete, this campaign is a celebration of the unrelenting sweat they put in. No shortcuts, luck or cheat codes involved,” said Mark Kirkham, CMO for PepsiCo Beverages U.S., in a release.

The campaign was influenced by recent research conducted by Gatorade that found that players can lose between one and two liters of fluid through sweat over a 90-minute match -- and of all team sports studied, “significant dehydration has been reported most consistently in football [soccer in the U.S.].” The brand also recently enlisted the Brazilian National Team to undergo “sweat testing” at the Gatorade Sports Science Institute (GSSI), which provided each player “personalized hydration insights.”

The campaign will continue to roll out worldwide across social, digital and in-person activations, along with OOH and an upcoming limited-edition apparel drop, which will be announced via Gatorade’s socials.