SBD/September 13, 2012/Marketing and Sponsorship

Plans Underway To Bring A New Gatorade Campaign Featuring Usain Bolt To Jamaica

Bolt will be featured in a Gatorade in his home country after he hits New Zealand
Pepsi Jamaica Marketing Manager Carlo Redwood said that "plans are afoot to bring another Gatorade innovation" to Jamaica, according to H Walker of the JAMAICA OBSERVER. Soon plans “will be released” on Gold Medal-winning Jamaican sprinter Usain Bolt's campaign to promote Gatorade in his home country after he hits New Zealand next month. Redwood said, "We are working on a number of innovations, the G-Series in America that we are looking to bring it to Jamaica as we continue to build the brand." Walker noted besides Gatorade, Bolt has also endorsement deals with Puma, Swiss watchmaker Hublot, and TV and phone service Virgin Media, among others. Visa has signed Bolt to an agreement and "splashed Bolt's image on billboards across Europe," while Soul Electronics also signed a deal that will "develop Bolt's own line of headphones for the company" (JAMAICA OBSERVER, 9/12).
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