Gatorade, an official partner of Cricket Australia and the official sports drink of the Australian cricket team, rolled out its biggest support program behind cricket down under to coincide with the start of summer. Gatorade also spotlighted the highly anticipated Commonwealth Bank Ashes series between Australia and rival England with a national advertising campaign, drinks break sponsorship, field-of-play activation and “Fuelling the 2013-14 Ashes” four-packs.

Tweak was engaged to develop cricket imagery for the promotional four-packs. The Ashes logo, coupled with a large cricket ball and promotional banner provided strong shelf shout and ensured clear visual separation from the core Gatorade range.

The Ashes is the name of the Test cricket series that is played between England and Australia. It is played alternately in England and Australia. As ‘one of the oldest international contests in cricket’ it dates back to 1882, the year when Australia gave England its first home defeat (Internet source). Australia have regained the Ashes in 2013/14 after a five game white wash to end England’s 1,577-day ascendancy in cricket’s oldest rivalry. Australia’s spectacular performance against England and the summer cricket season attracted crowds of over 1 million. The Melbourne Test began with the largest crowd to attend a day of test cricket anywhere in the world when 91,092 went through the gates. Those who stayed home tuned into TV in record numbers.

 

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