Pepsi Sweats Over Gatorade†

CEO Nooyi Concedes Sports Drink's Growth Days Are Over; Redesign Backfires

Wall Street Journal, July 23, 2009 — PepsiCo Inc. is fumbling in its efforts to turn around sales of Gatorade, which weighed on second-quarter profits.

Sales of Gatorade, which PepsiCo snared in its $13.8 billion acquisition of Quaker Oats Co. in 2001, have slid this year despite a flashy new marketing campaign that simplified the product's label to "G."

Gatorade Really Gets Into the Game With Thirst Meter†

2009 Festival of Media Case Study: Best Use of Gaming Platforms Award

Advertising Age, May 14, 2009 — Not content with the success of its stadium signage integrations in the past three years in such popular video games as "NBA Ballers," "NBA 2K" and "NBA Live," Gatorade upped the ante: It made the product part of the on-court action.

Gatorade Quietly Aims to Revive Brand†

Wall Street Journal, January 7, 2009 — Gatorade is looking to jump-start sales by keeping its mouth shut.

For about a week, the PepsiCo sports drink has been running teaser television, print and online ads that ask: "What's G?"

The ads are part of a big rebranding effort for the Gatorade brand that includes a redesigned package and, according to a person familiar with the matter, a Super Bowl commercial. PepsiCo is trying to reach consumers beyond sports nuts to help reverse the brand's weak sales performance.

GM ends 9-year endorsement relationship with Tiger Woods

USA Today, November 25, 2008 — As cash-strapped General Motors (GM) looks for ways to slice expenses, it's parting ways with long-time pitchman Tiger Woods.

The ailing auto giant said Monday that it will end its nine-year relationship with the world's No. 1 golfer Dec. 31. Woods' contract with GM was set to expire Dec. 31, 2009.

Viral Video Marketing Survey: The Agency Perspective

Feed Company, October 13, 2008 — The tactic of creating and distributing viral video sponsored by advertisers to users on web video sites and blogs is increasing in popularity following a year that saw YouTube-charting videos from major brands such as Levi’s’ “Guys Backflip Into Jeans,” Gatorade’s “Ball Girl,” and Nike “Kobe Jumps Over Car.” A new report released from online video seeding firm Feed Company shows 70% of ad agency and media buying executives plan to increase budgets for viral video marketing in 2009. The ”Viral Video Marketing Survey: The Agency Perspective” culled insights on viral video marketing trends from 40 executives at major advertising agencies and media buying firms including Goodby, Silverstein & Partners, Wieden & Kennedy, Digitas, and... continue reading

Tiger Woods, Gatorade Team Up on Gatorade Tiger†

First Sports Drink Branding for Golf Star

Advertising Age, October 17, 2007 — Gatorade is partnering with Tiger Woods on a new sports drink, the PepsiCo brand's first athlete-licensed offering.

Gatorade Tiger will make its debut in stores next March and will be supported by a major marketing campaign. It's Mr. Woods' first foray into selling sports beverages.

Think Big

Prophet, September 14, 2007 — In this article that appeared originally in the Wall Street Journal, Dave Aaker argues that to win market share, don’t try to influence what brand of product people buy. Change how they use the product in the first place.

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.