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Gatorade's Target Broadening As New Products Roll Out

  • Ad Age, Tuesday, April 13, 2010 10:48 AM
Gatorade is hoping to reverse its precipitous 15.5% volume decline last year with a new marketing campaign, a revamped lineup including before- and after-workout drinks, and an appeal to an expanding target such as surfers, dancers and acrobats, as well as teens, Natalie Zmuda reports.

A campaign launching later this month will focus on educating consumers about new products, particularly two new lines -- G Series and G Series Pro -- that offer athletes solutions for pre-, during- and post-activity. "Different consumers have different nutritional needs on game day vs. training days," says Gatorade CMO Sarah Robb-O'Hagan. "What we've seen as we've developed these products is different consumers mixing and matching their own regime to meet their needs."

Massimo d'Amore, CEO of PepsiCo's Americas Beverages Group, declined to be interviewed for the story but he has said in the past that Gatorade is demanding his "focus and attention." And one anonymous executive ventures that his future at the company will be closely tied to the success of the brand.

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