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Gatorade Launched G Series Fit With Ad Push

Advertising Age, Monday, May 2, 2011 12 PM

Gatorade is touting G Series Fit with ads and new media buys as part of an effort to move the brand into sports nutrition and innovation. The company developed the campaign for the G Series products, which has three SKUs for before, during and after workouts, by tapping "fitness influencers," like group exercise instructors and personal trainers. They also helped develop the products. One of these pros was present when the company filmed the ads to make sure the routines were authentic.

The effort includes Olympians Allyson Felix and Ryan Lochte; Tim Howard, a professional soccer player; Coco Ho, a professional surfer; and dancers Lauren Froderman and Stephen Boss. But the athletes are not shown competing. Rather the ads for the PepsiCo unit's sub-brand show them working out. The campaign includes TV, print and digital on E! and MapMyFitness.com. G Series, introduced last year, will also have dedicated ads. Creative is by Omnicom's TBWA/Chiat/Day. WPP's VML handled digital elements.

Read the whole story at Advertising Age »

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