Fast Twitch had the idea.
They needed custom cold plunges—fast—and fresh ideas too make it real and interactive.
We had the “how.”
SPCSHP, a New York–based creative agency, approached Creative Workshop to design an eye-catching experiential activation for their client, PepsiCo/Gatorade.
The goal: launch and promote Gatorade’s new energy drink, Fast Twitch, to its target audience of 18–24-year-old athletic college students, driving both sales and brand awareness during Summer 2024.
SPCSHP came to us with an initial “Ice Bucket Challenge”–style concept but needed our expertise to refine the idea and execute it at a high level. We brought our full activation capabilities to the table—concept development, fabrication, and logistical problem-solving—leveraging our global vendor network to turn their vision into something bigger and more impactful than they imagined.
The activation was staged at the NFL’s Tight End University event, hosted at Vanderbilt University, featuring top NFL teams such as the Kansas City Chiefs, New Orleans Saints, Los Angeles Rams, and San Francisco 49ers, with influencer Adrian Nuñez leading the campaign.
The centerpiece? Branded, human-sized ice baths designed to look like oversized Igloo coolers, where players could plunge for engaging social media content across all Fast Twitch platforms.
Fabricate and deliver branded, human-sized ice baths resembling Igloo coolers filled with Fast Twitch.
Increase brand visibility on the Vanderbilt University campus.
Generate dynamic, shareable social media content featuring the branded activation.
Fast Twitch is a pre-workout energy drink developed by Gatorade, a division of PepsiCo and one of the world’s most recognized sports beverage brands. Designed for athletes and active individuals, Fast Twitch is formulated with 200 mg of caffeine per serving to help ignite power and performance, delivers 100% of the daily value for vitamins B6 and B12, contains less than 2 grams of sugar per serving, and has no artificial flavors or colors from artificial sources.
The brand launch was supported by SPCSHP, a creative agency specializing in experiential marketing and brand activations. SPCSHP partnered with Creative Workshop to design and execute a high-impact, on-site experience that would capture attention, generate social media buzz, and connect Fast Twitch directly with its target audience of athletic college students and sports fans.
The Execution
To bring the “Hot Takes in the Cold Tubs” concept to life, we tapped into our trusted network of designers, printers, and fabricators to deliver a high-quality, visually striking activation under a tight deadline.
We sourced industrial-sized cooler bins typically used for large-scale food storage and worked with a cooler manufacturer to secure a rush order. These massive coolers were then sent to our printing partners, where they were vehicle-wrapped in high-end matte vinyl featuring bold Fast Twitch branding. The result was a set of human-sized “ice baths” that doubled as eye-catching, social media–ready set pieces.
In-house, we embroidered and assembled branded robes, produced vibrant full-color T-shirts, and coordinated with our fabrication partners to create fabric backdrops that reinforced the Fast Twitch visual identity. Our logistics planning ensured every component — from coolers to apparel — arrived in Nashville on time for installation at Vanderbilt University.
By combining creative problem-solving with precise vendor coordination, we were able to build, brand, and deliver the activation seamlessly, amplifying Fast Twitch’s presence at the event and generating the kind of dynamic, shareable content the campaign was designed for.
Strategy & Creative Direction
We began with a deep dive into the Fast Twitch brand, understanding its energetic, high-impact positioning as a pre-workout alternative for athletes. Unlike traditional pre-workouts or other energy drinks, Fast Twitch offers hydration, vitamins, and sustained energy — a combination we saw as a perfect conversation starter for its target audience.
Switching from a familiar pre-workout to something new can be a bold move — a hot take. Partnering with SPCSHP, we developed a social media strategy built around that exact idea, leading to the concept: “Hot Takes in the Cold Tubs.”
The activation would see major NFL tight ends plunging into oversized Igloo-style coolers branded for Fast Twitch, sharing their takes on why tight ends are the greatest athletes — and why Fast Twitch is the optimal choice for performance and recovery. This merged brand storytelling with high-energy, shareable content that aligned perfectly with Fast Twitch’s lively, competitive personality.
And of course the Kittle T-shirts were a fan favorite!
What We Delivered
To create an immersive and fully branded Fast Twitch experience at the NFL Tight End University event, we combined in-house production with our trusted network of vendors, designers, and fabricators. Every detail — from the large-scale hero pieces to small, functional elements — was designed to enhance brand visibility, support social media content, and engage attendees.
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