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| Tomlinson Appearing In Ad For G Series Recover |
Gatorade starting today is "putting on its game face and launching a new advertising campaign seeking to cast itself as more than a sports drink," according to Emily Bryson York of the CHICAGO TRIBUNE. Gatorade in commercials will be promoting its "G Series," a "trio of products it introduced earlier this year that targets student athletes looking for a drink before, during and after a workout or athletic event." The ads breaking today will feature Jets RB LaDainian Tomlinson and Magic C Dwight Howard, while a "third commercial featuring Jamaican sprinter Usain Bolt is slated for January." In one of the spots, the "camera closes in on Tomlinson’s dirty, sweaty face after a rough game, as a voiceover explains how Gatorade Recover is helping his body prepare for the next one." Another ad depicts Howard "on the bench during a basketball game, sipping Gatorade Perform to get a second wind, and then heading back in for a slam dunk." Bolt's ad will promote Gatorade Prime. Gatorade introduced "G Series" in April, which "helped to boost PepsiCo’s growth in the second quarter." Gatorade sales volumes for the year are up 15%, and Gatorade "has about 71 percent" of the sports-drink category. The growth comes after Gatorade volumes declined 16% in '09, and its "sports drink market share also took a hit when it discontinued several products, including Gatorade Tiger Focus in November." Bryson York reported the brand in April brand "plans to move beyond the high school-age athlete to 18- to 24-year-old exercisers with 'G Series Fit,' another trio of products designed for consumers involved in solo activities like yoga or running." The new line will "include energy bar bites, as well as a low-calorie drink and a fruit-based protein drink" (CHICAGOBREAKINGBUSINESS.com, 12/21).
