• by Danielle Oster , June 3, 2025

The Gatorade-affiliated, PepsiCo-owned hydration water brand Propel is introducing a new “What Propels You?” brand platform alongside the brand’s first new product launch in nearly half a decade, Propel Energy Boost.

“What Propels You?” centers around a hero ad reminding physically active audiences that the beverage can help fuel their workout, also leaning into its connection to popular parent brand Gatorade.

It follows the story of a stressed mom who struggles to find her rhythm during a much-needed run before turning to Propel for a pick-me-up, concluding with the line “With Gatorade electrolytes, Propel hydrates your body to help you get the most out of your workout so you can get back to your best self,” leading into the campaign’s tagline.

The campaign’s focus on running also connects with partnerships with over 50 run clubs across the country. Runners can visit the brand’s website to view an interactive map of these partners, along with info on upcoming events and details on how to get involved. A product giveaway in partnership with Instacart for Global Running Day ran on June 2, with the brand giving away 25,000 free bottles of Propel Energy Boost to customers who added the product to their grocery order on the platform.

The campaign made its TV debut during game 1 of the NBA Western Conference Finals on May 20, and will continue running throughout the summer across TV, digital platforms, social media, and OOH.

“What Propels You?” arrives alongside the launch of Propel Energy Boost, Propel’s first new product launch since 2021, which sees the brand as bleeding over into the energy drink and functional beverage categories. A 15-second spot touts Energy Boost’s ingredient profile, noting it can “boost your focus and hydrate your body” during exercise.

Propel Energy Boost includes 100mg of caffeine and 250mg of citicoline, which some studies suggest may provide cognitive and neurological benefits when taken as a dietary supplement. PepsiCo is marketing the formula as a “first-of-its-kind” development, designed to “fuel both body and  mind.” The drink  adds Vitamins C, B3, B5, B6 and E to a formula containing “Gatorade-level electrolytes,” zero sugar, and no added colors.

The product launch allows PepsiCo to leverage equity in a top-performing brand while branching out to appeal to consumers of powder mix beverages, energy drinks, and functional beverages.

Propel Energy Boost launches across three flavor varieties—Passionfruit Guava, Raspberry with Green Tea, and Blueberry Açaí—available as either a powder or ready-to-drink beverage.