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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