Only 20% of athletes in the UK use sports drinks, as the benefits are not well know. Gatorade was entering the market third, behind the leader Lucozade (UK version of Gatorade) and Powerade. 2008 soft launch strategy targeted serious athletes and social players. The Science of Winning campaign connected the science with athletic results and met agressive first year sales goals. Media included print, outdoor and a full suite of online creative: 20+ executions/formats (expandable MPU's, animated banners, page take-overs, skyscrapers). Used search and viral tactics as support.In 2009, the complete strategy build was based on the insight that sweat is a badge of honor and never comes easy - and know one knows sweat better than Gatorade. The campaign When you give everything. Gatorade gives it back. is receiving global interest for expansion into other markets.