Gatorade Hires Work & Co. to Help With Digital Innovation
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Gatorade has hired Work & Co. to help the brand with digital innovation, specifically focused around increasing engagement with consumers, according to people with knowledge of the matter.
A Gatorade spokeswoman confirmed that the PepsiCo-owned brand has “partnered with Work & Co.,” but declined to disclose further details. Representatives from Work & Co. referred a request for comment to the client.
Work & Co. won the business following a competitive review, according to the people familiar with the matter. These people told Ad Age that the winning agency would be tasked with creating digital products meant to increase long-term consumer engagement with Gatorade, including on a one-to-one basis. The agency plans to develop and deploy digital products and apps to help the brand better understand its core buyers, they said.
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