Most drink vending machines are designed to dole out refreshment when the right amount of coins is traded in, but Gatorade’s Sweat Machine operates a little differently.
The Sweat Machine was set up at various park locations in Toronto, calling out to runners, bikers and other active individuals as they passed by. Gatorade’s machine asked people to place their hand on a panel in order to determine if they were sweaty enough to deserve a drink. If not, the machine challenged people to #KeepSweating by performing a few more squats, burpees or a jog on the spot.
With interactive stunts like these, Gatorade is beginning a shift in focus from celebrating professional athletes to rewarding ordinary people who are inspired to keep active every day.