Propel is "returning to the Gatorade portfolio, getting a package refresh and being pitched as a workout water for regular exercisers," according to Natalie Zmuda of AD AGE. The brand is "working with Fleishman Hillard for PR, while Fathom is leading creative and social efforts." Gatorade VP/Marketing Morgan Flatley said of regular exercisers, "Their day just isn't complete if they don't get their workout in -- that's the mindset and behavior that we're targeting." Propel will "shift its focus to 'routine exercisers' but still skew slightly older than Gatorade's target, focusing on males and females aged 25 and older." The brand previously "was going after Generation X and Boomers." Packaging now will reinforce that Propel is "from the makers of Gatorade." The brand also will "rev up its sampling efforts, particularly at shorter distance events, like 5Ks." Propel helped to "create the enhanced water category when it launched in 2002 as part of the Gatorade portfolio." But as the category "grew to include powerhouses like Vitaminwater and SoBe Lifewater, PepsiCo pushed Propel into more of a lifestyle space and away from its athletic roots." Beverage Digest data shows that Propel "controls 13% of the enhanced-water market" (ADAGE.com, 3/12).
