Gatorade G Series

Presentation by: Christy Hulegaard and Andrew Kranda

Release of G Series What is G Series?

“Three-part regimen designed to fuel every step of its consumers' athletic performance” – Quaker

Each drink of the three part regimen is designed to work with the body during the different phases of physical activity for optimum performance

G Series Product Page

Gatorade G-Series Commercial

Link

G-Series target market

“The new packaging achieved its aim of reconnecting with teenagers, who saw the drink as something "my parents drink." PepsiCo now wants to expand the Gatorade message to broader sports performance.” -Media Post publications

2009 Re-branding In 2009, Gatorade re-branded a number of their

products prior to the unveiling of the “G series” Original Gatorade was relabeled as Gatorade G. Gatorade Rain was relabeled as No Excuses. Gatorade AM was relabeled Shine On Gatorade X-Factor was relabeled as Be Tough Gatorade Fierce was relabeled Bring It

G Series Pro

An extension of the G series line Designed for serious athletes Elite Series includes products for before, during,

and after workouts, as well as "All Day" nutrition shakes.

The "Pro" series Perform beverage is intended for use during extended physical activities, such as marathons or triathlons.

G2: Off the field hydration Low-calorie electrolyte beverage

released in 2007

Labeled as a “healthy choice beverage”

Was the top new food product of 2008, generating sales of $159.1 million

Gatorade performance center Aone-stop training destination for

teens, complete with training tips, customized workouts, and an interactive "Ask the Experts" feature.

In its first three months the campaign attracted 100,000 site visits, surpassing the brand's initial goal by 60 percent

Response to G series

“The effort went beyond Gatorade's standing reputation as a sports drink and helped establish the brand as an athletic-training authority.”

Relating to Consumer Behavior Celebrity endorsements by Usain

Bolt, Dwight Howard, Peyton Manning and others

Interactive and Informative website Niche Marketing Strong product positioning

Sources

http://www.gatorade.com/default.aspx

http://www.gatorade.com/default.aspx#gseries?s=gseries

http://www.youtube.com/watch?v=I86Id8YDN_c

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=126760

http://en.wikipedia.org/wiki/Gatorade