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Gatorade Puts Marketing Ahead Of Product

The spot, called "Your Game Is Our Lab," uses famous sporting stars to tease new foods and drinks that in some cases are still in development. The goal is to show that the PepsiCo-owned brand's innovation pipeline is fueled by insights gained from athletes. "We believe that there is a value to communicate we are working on these projects and how we are working on them," said Xavi Cortadellas, Gatorade's head of innovation.

Read the whole story at Advertising Age »

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