SBD/May 2, 2011/Marketing and Sponsorship

Gatorade Launches Campaign For G Series Fit Targeted At Fitness Athletes

Gatorade launching ad campaign around G Series Fit line of products
Gatorade’s G Series Fit is “getting a dedicated ad blitz, including new media buys, in the latest sprint toward broadening the brand's scope beyond sports drinks into sports nutrition and innovation,” according to Natalie Zmuda of AD AGE. G Series Fit is “meant to appeal to a ‘fitness’ athlete,” with a “three-item line of products meant to be consumed before, during and after workouts.” The new series “builds on Gatorade's strategy to focus on its core athletic consumers rather than the lifestyle drinkers that had gravitated toward it in years past.” G Series Fit products “get their first exposure in the spot, ‘Inside Edge,’ which also features the original G Series products.” Dedicated advertising for the new products “will begin in the coming weeks and include TV, print and digital buys,” while G Series, introduced last year, “will also have dedicated ads.” Media buys “include new outlets for the brand, such as E! and MapMyFitness.com.” Gatorade will feature several athletes in the campaign, including U.S. Gold Medal winning sprinter Allyson Felix and swimmer Ryan Lochte, U.S. men's national soccer team G Tim Howard, surfer Coco Ho and dancers Lauren Froderman and Stephen Boss. They "will be shown during their fitness routines," rather than competing. Gatorade Senior Dir of Consumer Engagement Morgan Flatley declined to comment on the budget for the campaign, but said the G Series Fit launch is a "huge priority." Kantar reported that Gatorade spent $113M “on measured media last year” (ADAGE.com, 5/1).
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