• March 24, 2008

The integrated marketing campaign for "Gatorade Tiger" includes television, print, interactive, POP, and promotions.

The effort centers on Tiger Woods playing golf in astronaut garb on the moon.

"Gatorade Tiger Longest Drive Challenge" will visit Phoenix, Dallas, Chicago, Miami and New York with virtual golf driving simulators. A competition will end with a national championship event in New York City in late May, where the golfer with the longest drive will win a grand prize.

Gatorade Tiger is the first product to launch as a result of the recently announced collaboration between Tiger Woods and Gatorade to develop Tiger-inspired sports performance beverages, per the company.

--Karl Greenberg