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Want a Gatorade? Then you better earn the sugar.

This is the message the sports drink is sending with a new digital video series that tackles sugar concerns head on by suggesting that if you aren’t burning calories, this is not the drink for you. So much for Gatorade as a hangover cure.

The series, called “Burn It To Earn It,” stars pro athletes J.J. Watt, Bryce Harper and Karl-Anthony Towns surprising everyday people and challenging them to work up a sweat. If not, then they are deemed not worthy of Gatorade. In one of the ads Mr. Towns confronts a guy leisurely drinking a Gatorade while strolling down the street. “Gonna make you earn that sugar in that Gatorade,” the NBA star tells the man before engaging him in some basketball dribbling.

Continue reading at AdAge.com