When gatorade set out to connect with gen z in latam, the brand faced two challenges: it had no presence on tiktok and needed to build a distinctive voice without relying on influencers or athlete personalities. at the same time, the kings and queens league championships were redefining how this generation experiences sports on the platform. We launched the gatorade latam tiktok channel by creating the hydration presidents, two characters built from universally recognizable brand assets: the gatorade squeezer and the cooler. using tiktok’s native filters, we gave them faces and voices that could comment on matches, talk about hydration, and react to the energy of the kings league in real time, creating a flexible content system the brand could control and scale.