Gatorade Takes a Gamble With Its Heritage by Heading Off Field†

While a Light Version Fizzled in 1990, Beverage Giant Has Learned Its Lessons Since Then (Think Propel)

Advertising Age, July 30, 2007 — PepsiCo's Gatorade owns a commanding 80%-plus market share of the $4 billion sports-drink category it created in 1967. But that also works against it, as its immense market share allows for little in-category growth. And with its sales recently lagging, Gatorade has little choice but to grow through new products — and new reasons to drink them.