Gatorade The Sweat Exchange

The

Problem

We’d launched the bold new platform “Water wasn’t made for this” - but without proof in the real world, it risked being just another empty tagline

The

insight

Boxing Day is Australia’s biggest retail event, and usually one of the hottest, sweatiest days of the year. To win Aussie Boxing Day, you need more than water.

The

idea

We hijacked Boxing Day with The Sweat Exchange—a Martin Place pop-up where sweat, not money, unlocked $150k worth of exclusive prizes and even a trip to the New York Marathon. Every drop counted: hundreds of Aussies traded effort for rewards, generating 7 million steps—enough to cross Australia twice—and turning Boxing Day into a live demo of the new platform.