This Sunday, Feb. 7, will not only see the Colts and Saints go head-to-head in Super Bowl XLIV, but also myriad commercials and product launches designed to take advantage of one of the year’s largest TV audiences. Among the launches is the “G Series” from Gatorade, promoted as a three-part regimen to support the various phases of athletic performance. The original Gatorade products, including Original, Low-Cal and Powder, have been repositioned as “G2” for “Perform.” On either end, athletes find “pre-game fuel” in Gatorade Prime 01, designed with B vitamins, carbs and electrolytes; and Gatorade Recover 03, a rehydrating protein drink positioned to rebuild muscles after exercise. 01 and 03 are currently promoted as “coming soon” on the Gatorade Web site, and are expected to be available at retail this spring.
In comments reported by FLEXNEWS, Sarah Robb O’Hagan, chief marketing officer for Gatorade, said: “Every successful brand evolution delivers a one-two punch of image and innovation, and the G Series is a major step on our journey from a sports drink to a sports performance innovation company. … Who better than Gatorade, the inventor of the sports drink, to rethink and advance the category with meaningful innovation? For too long, this category has relied on flavor extensions and it’s time to reset the clock in terms of functionality, and that’s what we’re doing in 2010.”
