Promoting the world’s biggest sports drink

Britvic and PepsiCo have launched a new advertising campaign for sports drink Gatorade, supported by a £5 million marketing campaign, which will comprise outdoor, press and online advertising as well as a PR campaign, targeting physically active consumers and professional athletes.
The aim is to highlight the unique scientific heritage of the world’s most popular sports drink, which is scientifically formulated to rehydrate, replenish and refuel athletes.
Each of the five formats carry the headline: “The Science of Winning”, referring to the unparalleled years of research carried out at the Gatorade Sports Science Institute to develop the product.
The campaign involves a heavyweight PR campaign, focusing on educating and supporting physically active consumers and professional athletes.  This will include a presence at key sporting events across the UK in 2008, where there will be a number of GSSI experts and professional athletes on hand to give advice on sports hydration and nutrition. One of the highlights of the campaign will be the Mazda London Triathlon, where Gatorade will be the official sports drinks sponsor and will carry out sweat tests on race participants.
As reported in this magazine earlier in the year, sports drinks is one of the fastest growing sub-categories in the UK with sales up 16 per cent in 2007 to £154m. With its unique optimal scientific formulation that is now free from artificial colours, flavours, sweeteners and preservatives, Gatorade is expected to unlock considerable potential in the sports drink category.
Responding to consumers’ increasing preference for more natural products, the UK is the first global market to launch a new formulation of Gatorade, which contains no artificial colours, flavours or sweeteners and no preservatives. Available in two flavours, orange and lemon, it is designed to appeal to all physically active consumers who want to perform at their best.