Gatorade launched a Tiger Woods branded energy drink in April 2008 with a campaign focused on the Earth’s moon. Gatorade Tiger was promoted as Woods’ latest leap, linked with the observation that one small step for Tiger Woods’ golf game has proven time and again to be a giant leap for the world of sports. The signature sports drink is available in three flavors inspired and selected by Woods – Red Drive™ (Cherry blend), Cool Fusion™ (Citrus blend) and Quiet Storm™ (Grape blend). The integrated marketing campaign included television and print advertising, digital communications, retail displays, promotions, sampling and cause-related marketing initiatives.
The campaign kicked off with a TV spot featuring Woods clad in an astronaut suit, playing golf on the moon, looking for his next challenge. Music starts with Also Sprach Zarathustra, composed by Richard Strauss, before moving to Spirit in the Sky by Norman Greenbaum. “When you’re the greatest golfer on Earth, what’s next?”
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Visitors to www.gatorade.com were able to play virtual golf on the moon and enter an online sweepstakes to win one of two “out of this world” grand prizes. The Gatorade Tiger Longest Drive Challenge visited five cities across the USA (Phoenix, Dallas, Chicago, Miami and New York) to offer consumers an opportunity to test their virtual golf skills. Gatorade donated $100,000 to the Tiger Woods Foundation on behalf of fans who registered for the online sweepstakes or participated in one of the five “Gatorade Tiger Longest Drive Challenge” events.
The Gatorade Tiger campaign was developed at Element 79, Chicago, by creative director/art director Doug Behm, creative director/copywriter Don Dinnocenzo, and agency producer Nicky Furno.
Filming was shot by director Max Malkin via HSI Productions with executive producer Michael McQuhae. Editor was Alex Hagon at Final Cut with assistant editor Sonejuhi Sinha.
Animation and Visual Effects were produced at Digital Domain by VFX supervisor Brad Parker, compositing lead/Flame artist Rob Trent, producer Jason Cohon, CG supervisor Brad Hayes, executive producer Karen Anderson, coordinator Cedric Williams, EVP Ed Ulbrich, coordinator Cedric Williams, digital artists Erin Clark, George Krauter, David Matherly, Justin Lloyd, Tim Nassauer, tracking Scott Edelstein, Montu Jariwala, Roto artists Hilery Johnson Copeland, Rob Liscombe, Karin Last, Nuke compositors Jacqueline Cooper, Rachel Keyte, Flame artist Marguerite Cargill, Render Coordinators: Navjt Singh Gill, Matthew Bramante.