Gatorade is celebrating a new energy drink flavor with a Super Bowl-inspired social media challenge. YPulse’s Cooking and Diets report data shows a quarter of Gen Z and Millennials are reaching for energy drinks on a typical day, but they’re also conscious about what they’re putting in their bodies. Aligned with the upcoming Super Bowl, Gatorade is launching their Fast Twitch drink in February to reach young consumers who may shy away from energy drinks out of fear that they have negative health effects. Fast Twitch, which includes “200 milligrams of caffeine, zero sugar and select vitamins,” is designed as a healthy option for athletes and is partnering with the NFL in the #FastTwitchContest social media challenge. For the chance to win three tickets to the game, including travel costs, and a run through the stadium tunnel, consumers can upload “a video of themselves on either TikTok or Instagram that demonstrates what their pre-game stadium run-through would look like” using the contest hashtag. (Marketing Dive)
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