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Gatorade G Series

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

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Gatorade G Series

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  1. Gatorade G Series Presentation by: Christy Hulegaard and Andrew Kranda

  2. 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

  3. Link Gatorade G-Series Commercial

  4. 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

  5. 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

  6. 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.

  7. 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

  8. 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

  9. 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.”

  10. Relating to Consumer Behavior • Celebrity endorsements by Usain Bolt, Dwight Howard, Peyton Manning and others • Interactive and Informative website • Niche Marketing • Strong product positioning

  11. 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

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