The phrase "..., is it in you?" was an ad slogan for which company?

The four words, "is it in you?" were used in the early 2000s by Gatorade Company, Inc. as their assertive tag line. They strongly desire to have their brand capture the minds and imaginations of the people worldwide, currently in 80 countries. Their ad slogan campaign using the phrase was Gatorade’s determined attempt to then rebrand their products.

Michael Jordan was seen in the commercial. He was drinking his favorite Gatorade flavor (Citrus Cooler). He wanted everyone to know that it was perfect and delicious, the way that many sports fans saw him. “Perfect and delicious” were words that the media used to aesthetically describe Jordan’s way of playing a game of basketball.

Gatorade was originally called “Gatorade Thirst Quencher.” That sounded pretty good. It was considered an item that could really quench a person's thirst. Gatorade later went further. Gatorade aligned their brand with many of the best athletes in every sport. Why was this done? Professional sports icons are idolized for their fantastic performances. People are inspired by them and also want to be great. Gatorade’s slogan (is it in you?) forcefully made this point.

When it was first released, Gatorade was a huge hit as it helped keep athletes cool in the blistering heat. By 1983, it became the official sports drink of the NFL. So every athlete wanted Gatorade to be in them. The sports drink had its slogan all over all their commercials after the later 1990s.