Britvic Gatorade PepsiCo

Britvic repositions Gatorade brand with new campaign


By The Drum Team, Editorial

December 12, 2011 | 2 min read

Gatorade is to be repositioned by Britvic and PepsiCo as a sports nutrition range for athletes with the launch of G Series Pro range.

The range will be supported through a marketing campaign which will aim to move the brand away from sports hydration and target health and sporting titles with print and online adverts promoting G Series Pro.

POS will also run within retail outlets and leisure and sports facilities, aiming to capture the attention of athletes and drive sales.

Bespoke chillers, posters, shelf talkers and free-standing pop up shelves holding the product at till-points will also be used.

Jon Evans, head of Gatorade Marketing at Britvic, commented: “The launch of the Gatorade G Series Pro gives us a great opportunity to reposition Gatorade to an audience of athletes who are passionate about exercise and elite level sport. Gatorade is famous for changing the game, it was the first sports drink of its kind and now we’re changing the sports nutrition game once again, with G Series Pro. Gatorade is the most researched sports nutrition drink and with the line already established in the US we feel we’re in a great position to offer a fantastic product. The brand’s relationships with athletes and scientists further adds credibility to the range. Gatorade has great testimonials from professionals such as David Brailsford, British Cycling’s Performance Director, who has recognised the gains that Gatorade provides his team.”

“We will continue to work hard educating consumers, specialist sports retailers, leisure and sports club managers about the potential functional and sales benefits that Gatorade can deliver. Retailers should be stocked up to take advantage of the increasing consumer demand for sport drinks, particularly in light of the exposure sport and exercise will receive in the build up to next year’s summer of sporting events," added Evans.

Britvic Gatorade PepsiCo

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