Brand Relaunch

What if we gave water new life?

Ten years after the iconic "drop" campaign introduced Propel as Gatorade's fitness water, Fathom was engaged to help revive the brand as Propel Zero – enhanced (not fitness) water for inspired active people who aren’t hardcore athletes. Bringing back the iconic visual of the drop, in a new and relevant way, Fathom reintroduced the Propel Zero "Drops of Life" campaign in February 2012.