- Adweek, Monday, March 24, 2008 10:30 AM
Gatorade is launching a new "Tiger" line named after golfer Tiger Woods, with the first spot breaking over the weekend during the NCAA Men's basketball tournament on CBS. Woods, dressed as an
astronaut, takes his game to the moon in an effort to be followed by an "Out of this World," sweepstakes promotion next month. Print, Internet and point-of-purchase ads will support the campaign from
lead agency is Element 79 Partners, Chicago.
The TV ad tries to reenact astronaut Alan B. Shepard, Jr.'s golf stroke on the moon that went 400 to 600 yards. Further, a "Gatorade Tiger
Longest Drive Challenge" tour will visit five cities and offer consumers the chance to test their virtual golf skills. "I have experienced a lot of amazing moments in my golf career, but Gatorade
Tiger is taking me someplace I never imagined with this campaign," says Woods.
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