Gatorade Canada has expanded its roster of athlete spokespeople with a major acquisition in young NHL phenom Connor Bedard.
Bedard, a 19-year-old Chicago Blackhawks player who’s the reigning NHL Calder Trophy winner for rookie of the year, is widely projected to be the sport’s next superstar. Gatorade announced a deal this week to make Bedard a sponsored athlete for the brand.
Bedard’s talent, determination and sportsmanship is what made the athlete stand out to the PepsiCo brand, says Gatorade Canada senior brand director of sport nutrition Lourdes Seminario.
“As a rising star in the NHL, Bedard’s commitment to excellence aligns perfectly with Gatorade’s mission to fuel and inspire athletes at all levels,” Seminario tells strategy. “His ability to connect with younger audiences and his burgeoning influence in the hockey world make him a natural fit for our brand.”
The partnership is accompanied by a creative campaign that focuses on the Gatorade bottles popped off the top of hockey nets by Bedard’s shot. The creative showcases Bedard’s shooting skills, and was inspired by his practice routine.
Seminario adds that the goal of the campaign and Bedard’s involvement is so consumers see Gatorade as a partner in their athletic journey to fuel their performance and recovery, more than just as a product or brand.
“We believe this campaign will resonate by showing that greatness is within reach for everyone with dedication and the right support,” Seminario says.
Seminario says the brand’s research shows that Gen Z consumers are inspired by athletes who are currently on the rise in their careers, where they can see their own aspirations reflected.
“This understanding informed our decision to partner with Bedard and craft a narrative that emphasizes his journey and dedication, making it both impactful and relatable to our audience,” Seminario says.
The campaign is accompanied by a contest where 98 Gatorade squeeze bottles that have been dented and signed by Bedard are up for grabs. Contest entrants have the chance to win a bottle through the hockey website Daily Faceoff up until the contest closes on July 31. The number 98 was chosen to match Bedard’s number on the ice.
The young Vancouver-born superstar’s accolades already include two World Junior Championships and being selected as the first overall pick in the 2023 NHL Entry Draft. He’ll play in his sophomore NHL season beginning this fall.
Bedard joins a Gatorade Canada elite roster that includes other hockey stars like Sidney Crosby, Hayley Wickenheiser, Marie-Philip Poulin and Kia Nurse, as well as sprinter Andre De Grasse, tennis player Leylah Fernandez and swimmer Aurélie Rivard.
Golin oversaw the creative, contest and strategy behind the campaign, with Daily Faceoff hosting the contest. The campaign is running across social media channels like Instagram, YouTube and TikTok. Seminario says the contest will be supported by traditional media outreach to maximize its visibility.
