Pepsi Plans Super Bowl Campaign For G2

  • January 18, 2008
PepsiCo will tout the new Gatorade sku, G2, in Super Bowl XLII.

Pepsi, which calls G2 a low-calorie lifestyle beverage, will support with the largest integrated marketing campaign since the launch of the company's Propel Fit Water in 2002.

Campaign support will include television and print advertising, digital, retail, sampling, and cause-marketing efforts that will raise funds for United Way. For decades Gatorade has hydrated and fueled athletes on the field, it says, and now G2 will help keep athletes hydrated off the field as well.

Over the course of the week in New York's Herald Square, a brick wall, the sidewalk in front of it and the surrounding objects (including a bicycle, park bench and a car)--have been gradually transformed into a baseball field, covered with real turf and infield dirt. Passersby were encouraged to visit to learn more about G2.

The G2 advertising was produced by Element 79 Partners, Chicago.

--Karl Greenberg



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