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Gatorade Evolves From Sports Drink to Sports Performance Innovation Company

Gatorade Evolves From Sports Drink to Sports Performance Innovation Company

Building on the momentum from its brand refresh with the G campaign last year, The Gatorade Company, a division of PepsiCo (PEP), is expanding on its hydration expertise and staking out new ground by delivering a broader product line to help address the sports performance needs of more athletes. Scientists from the Gatorade Sports Science Institute worked with some of the world's greatest athletes to create the G Series, a new line of sports performance products that provide the fluid, fuel, and nutrients athletes need before, during, and after a workout, practice or competition. The G Series will debut on the sidelines of Super Bowl XLIV along with redesigned coolers, and the full series of beverages will be available to consumers later this spring. "Every successful brand evolution delivers a one-two punch of image and innovation, and the G Series is a major step on our journey from a sports drink to a sports performance innovation company," said Sarah Robb O'Hagan, chief marketing officer for Gatorade. "Who better than Gatorade, the inventor of the sports drink, to rethink and advance the category with meaningful innovation? For too long, this category has relied on flavor extensions and it's time to reset the clock in terms of functionality, and that's what we're doing in 2010." In developing the G Series, Gatorade scientists collaborated with a diverse roster of the world's top athletes, including Usain Bolt, Serena Williams, Peyton Manning, Misty May-Treanor, Dwyane Wade, Derek Jeter, Ellery Hollingsworth, and Landon Donovan. Additionally, Gatorade solicited feedback from more than 10,000 athletes and a wide array of sports health professionals to ensure the G Series meets and is optimized for athlete needs before, during, and after workouts or competitions. [...more]

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Gatorade Rewards Active Individuals With £1 Million Of Prizes

Gatorade Rewards Active Individuals With £1 Million Of Prizes

Gatorade is to reward active men and women across the UK this year with a promotion called Gatorade Gives Back. Active and committed individuals will be rewarded with prizes worth over £1 million in total, including top sports equipment, music downloads and sporting holidays. Consumers have to collect codes from promotional packs of Gatorade and input them on the drink's website or via text message. The codes can be used to cash in on a wide range of sports-related rewards from companies including New Balance, Power Music, Neilson Active Holidays and the National Magazine Company. [...more]

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Gatorade To Launch Athlete-Only Drink

Gatorade To Launch Athlete-Only Drink

Gatorade is planning to launch a range of sports beverages next year directed at 'serious' athletes. The sports drinks promise to benefit athletes during all phases of exercise, providing rehydration and boosting performance before, during and after intense physical activity. Gatorade is owned by PepsiCo and produces a number of beverages such as the Gatorade Thirst Quencher, which the company said has been specifically formulated to provide athletes with an 'optimal choice' for hydration. The new beverages in the range are to be named Prime, Perform and Recover. [...more]

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