PepsiCo, Inc.: Origins campaign
Candice ManciniOVERVIEW
In 2001 PepsiCo merged with the Quaker Oats Company, giving the soda king rights to the $1.5 billion-a-year brand Gatorade. Pepsi already had its own sports drink, All Sport, but it had become clear that Gatorade's 35-year history in the market made it a formidable opponent. As such, Pepsi sold All Sport and invested heavily in the marketing of Gatorade. In 2002, after polls concluded that 60 percent of consumers had no idea where the name "Gatorade" originally came from, Pepsi had advertising agency Element 79 Partners create the Gatorade "Origins" campaign.
In...