Beverage News

PepsiCo kicks off G Series marketing

April 27, 2010
/ Print / Reprints /
ShareMore
/ Text Size+

PepsiCo, Purchase, N.Y., launched a marketing campaign for the release of its G Series line of Gatorade sports drinks with a television spot during the NBA Playoffs.

G Series is a three-part series of drinks for before, during and after exercise. The company will air two television spots, one that showcases the evolution of Gatorade from a rehydration drink crafted in the 1960s to the total workout drink of today and another that explains the intended use of each drink in the G Series. Both commercials feature professional athletes, including NFL Quarterback Peyton Manning and NBA Center Dwight Howard.

“As the inventor of the sports drink that was proven in the lab and tested on the playing field, it’s our birthright to reset the clock in terms of functionality and advance the category with this kind of meaningful innovation,” said Sarah Robb O’Hagan, Gatorade’s chief marketing officer, in a statement. “This campaign builds on the G campaign work from last year to enhance our reputation as an innovation brand and a leader in sports performance beverages to fuel teen athletes.”

The television spots will run on cable outlets, including ESPN, MTV and Comedy Central. The marketing campaign also includes print and cinema advertising as well as digital advertising, including social media engagement, the company says.

PepsiCo announced the change to its Gatorade line at its shareholders meeting in March. G Series is composed of three types of drinks: Gatorade Prime 01, Gatorade Perform 02 and Gatorade Recover 03. Gatorade Prime 01 is designed for before workouts. Gatorade Perform 02, meant to rehydrate and replenish electrolytes during physical activity, includes the company’s flagship Thirst Quencher and low-calorie G2. Gatorade Recover 03 is meant to be consumed after exercise to help muscles recover.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

International Pineapple Day at Bahama Breeze

In celebration of International Pineapple Day on April 2, Bahama Breeze locations across the country invited the media and consumers to celebrate with cocktails that feature the tropical flavor of the pineapple. (Photos by Liz Parker and Jennifer Haderspeck)

10/10/13 2:00 pm EDT

Ditch the weighting agents: A cost effective solution for delivering flavors and actives

Available On Demand Learn how to reduce costs and energy use by enabling high oil load emulsions, eliminating the need for weighting agents like brominated vegetable oil (BVO).

THE MAGAZINE

Beverage Industry Magazine

BI April 2014 cover

2014 April

The April 2014 Beverage Industry includes a cover story on moonshine, as well as articles about CSD brands, whiskey, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Spirits Segments

Which spirits segment will perform the best in 2014?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!

STAY CONNECTED

facebook40 twitter    youtubelinked