What does every former athlete want? The answer is fairly easy to guess: a chance to play again. When we are young, we dream of being in the pros, only to have our dreams crushed when most of us don't grow to be over six feet tall. Gatorade gave a group of high school athletes who played together more than ten years prior a chance to reunite for one more game as adults. In their "Replay" campaign, Gatorade trained these men for a month in preparation for one final game of their athletic career. The campaign not only gave a few former athletes a chance for a do-over, but also promoted fitness among older men and positioned Gatorade as an advocate for health and physical fitness.
(page 146 in Goodvertising)