02.05.10
Building on the momentum from its brand refresh with the G campaign last year, The Gatorade Company, a division of PepsiCo, has introduced a broader product line to help address the sports performance needs of more athletes.
Scientists from the Gatorade Sports Science Institute worked with some of the world's greatest athletes to create the G Series, a new line of sports performance products that provide the fluid, fuel and nutrients athletes need before, during and after a workout, practice or competition. The G Series will debut on the sidelines of Super Bowl XLIV along with redesigned coolers, and the full series of beverages will be available to consumers later this spring.
"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," said Sarah Robb O'Hagan, chief marketing officer for Gatorade. "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."
In developing the G Series, Gatorade scientists collaborated with a diverse roster of the world's top athletes, including Usain Bolt, Serena Williams, Peyton Manning, Misty May-Treanor, Dwyane Wade, Derek Jeter, Ellery Hollingsworth and Landon Donovan. Additionally, Gatorade solicited feedback from more than 10,000 athletes and a wide array of sports health professionals to ensure the G Series meets and is optimized for athlete needs before, during, and after workouts or competitions.
Each product of the G Series is designed to meet the distinct performance needs around workout or competition usage—pre (01), during (02), and post (03).
Gatorade Prime 01: According to Gatorade research, athletes are looking for energy to kick-start their activity, but don't want to feel too full. Gatorade Prime 01 is pre-game fuel designed for use within 15 minutes of a workout or competition. Packaged in a convenient and functional 4-oz. pouch, Gatorade Prime 01 provides real carbohydrate energy, not the perceived energy that comes from highly caffeinated beverages.
Gatorade Perform 02 (Gatorade Thirst Quencher): In the moment of activity, athletes turn to the sports drink they've trusted for years. Now reframed within the G Series, Gatorade Thirst Quencher continues to offer the scientifically proven blend of fluids to help rehydrate, electrolytes to replace what athletes lose in sweat, and carbohydrate energy to fuel working muscles and enhance athletic performance.
Gatorade Perform 02 (G2): Also positioned within the G Series, the successful low-calorie G2 delivers functional hydration during exercise with less than half of the calories (and the carbohydrates to fuel working muscles) of Gatorade Thirst Quencher.
Gatorade Recover 03: Athletes know it's critical to promote muscle recovery to get ready for their next workout or competition. Gatorade Recover 03 is the first protein and carbohydrate beverage formulated with the consistency of a thirst quencher to provide hydration and muscle recovery benefits after exercise.
“Our goal is to leverage our scientific resources and knowledge of athletes to redefine the sports performance nutrition landscape," said O'Hagan. "As a first step, we are innovating our product lineup to meet a greater range of needs for more athletes."
The G Series products will rollout at retail gradually, with G2 appearing on shelf in its reframed Perform 02 label beginning immediately. In March, consumers will start to see Gatorade Thirst Quencher with its G Series label Gatorade Perform 02. Then in April, Gatorade Prime 01 and Gatorade Recover 03 will become available at grocery, drug, convenience, mass and club stores.
In another effort to address the needs of more athletes and reinforce its quality and functional benefits, Gatorade is removing high fructose corn syrup from Gatorade Thirst Quencher and G2. From a scientific efficacy and athletic performance perspective, nothing has changed about Gatorade Thirst Quencher and G2.
Gatorade is also launching an elite series of products that will be sold at athletic specialty stores such as GNC later this spring.
