SBD/September 10, 2013/Marketing and Sponsorship

Gatorade's "G Force" Campaign Looks To Reach Colleges, High Schools Directly

Gatorade is bringing back "G Force," a "hybrid field-marketing and sales team that's rolled out to 13 markets throughout the Midwest and South" during football season, according to Natalie Zmuda of AD AGE. The aim of the campaign is to "put Gatorade products within arm's reach of athletes in colleges, gyms, athletic facilities and high schools." Courting these "niche markets may seem picayune," but a brand "so dominant in its category must find new outlets if it is to continue to grow." The campaign was launched in spring '12 and "supplements Gatorade's traditional means of distribution to big-box, convenience and grocery stores." It is a "key differentiator for Gatorade -- and key to promoting its 3-year-old G Series." Gatorade Marketing Dir Alfie Brody "wouldn't disclose specifics, but said the pricing varies based on the venue." Gatorade VP/Brand Marketing Andrea Fairchild would not provide specifics, but said that the G Series approach has "boosted sales and market shares" (AD AGE, 9/9 issue). 
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