Flavored fitness water brand Propel is launching an unflavored zero-calorie water that contains Gatorade-level electrolytes in a bid to appeal to what the company calls ‘passionate exercisers.'
The product launch comes as Propel rebrands itself in the fitness and sport category around the health benefits of its water, eschewing its previous taste focus.
Two new spots for the electrolyte water, called ‘Cycle’ and ‘Cross Train,’ feature Mark Ronson and Bruno Mars’s hit song ‘Uptown Funk’ and highlight the excitement surrounding a good workout.
Additionally, Propel is launching a music app on 1 Junein partnership with Spotify that will allow users to enter intensity levels and length of workouts in order to receive custom playlists. The brand will also sponsor workout-themed music stations created by Pandora.
Brett O’Brien, senior vice president and general manager of Gatorade and Propel, said: “This campaign was designed to highlight the spirit of fitness. We recognize that for this fitness consumer, it’s more than a philosophy; it’s a way of life.”
The campaign, created by agency mono, runs across TV/video, digital, print, social, partnerships, and search.
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