Our ECD’s wrote this:
«The arrival of Powerade Fit forced us to change the core of Powerade’s message. We went from constant improvement to enjoyment. That made us go for a campaign with much more color and rhythm, with contagious freshness like the meme that gives the campaign its name.»
This explains the campaign really well, they are our ECD’s for a reason.
* “Your body knows it” in spanish is “Y tu cuerpo lo sabe”
In LATAM it’s a really popular expression people use when they feel like doing something. It’s something your body knows. It was born as a meme, but remains till this day as an urban expression.