PepsiCo’s Gatorade viral video: an unintentional digital home run

Thom Forbes

A viral video produced for PepsiCo’s Gatorade brand that made a splash on the internet - there were nearly six million views from mid-June to early September 2008 and widespread coverage in traditional media - seems to have harnessed all of the viral potential of interactive media.

Even more impressively, the spot appears to be the antithesis of the in-your-face brand bluster of traditional beverage advertising. There is no mention of Gatorade in the internet video; indeed, a bottle of the energy drink is only fleetingly visible.

But that would be a simplistic way of gauging the full impact of this video.