We discovered a deep, dark NFL secret. Even though Gatorade was on every sideline, many players, most prominently Odell Beckham Jr. were filling their water bottles with Pedialyte.

We created a sub-brand Pedialyte Sport to take the brand from an infant’s beverage to an elite sport beverage.

The king of sports drinks flinched, and introduced Gatorlyte, making exactly the same claims. But still we won 4% share.