Beverage Industry

PepsiCo kicks off G Series marketing

April 27, 2010

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.