SBD/Issue 154/Sponsorships, Advertising & Marketing

PepsiCo Launching Campaign To Promote New Gatorade G Series

PepsiCo Launching New Ad Campaign To
Promote "G Series" During Playoffs Friday Night

PepsiCo during ESPN's NBA Playoffs coverage Friday night is "launching a new ad campaign ... meant to boost its struggling Gatorade business," according to Valerie Bauerlein of the WALL STREET JOURNAL. The campaign promoting the new lineup of "G Series" drinks for athletes "aims to demonstrate that Gatorade isn't just a sports drink that replaces nutrients sweated out during the game, but a system with three steps." Gatorade's basic message of hydration "hasn't changed much in 45 years," but PepsiCo "wants the G Series to expand the Gatorade message to broader sports performance." One ad, "Evolve," shows "grainy images of men throwing a ball into a peach basket and women in dresses playing tennis with wooden rackets." A "1960s-era montage shows a vintage Gatorade bottle and is followed by footage of great athletes and previous Gatorade spokesmen, like Michael Jordan." Another spot, "Before, During and After," features "black-and-white images of athletes warming up, playing, then winding down, interspersed with color images of the G Series products." Teens are Gatorade's "main target," but PepsiCo also "plans to reach out to adult athletes." Gatorade is launching a "separate new line next month called G Series Pro, aimed at marathon runners, personal trainers and other elite athletes," and products will be sold "in specialty stores such as GNC and Dick's Sporting Goods." PepsiCo said its G Series approach is the "biggest innovation news in its history." The company "wouldn't disclose the cost of the new campaign," but a PepsiCo spokesperson said it is the "biggest spend for a launch in our history" (WALL STREET JOURNAL, 4/23).

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