Gatorade Canada: G Series Launch

This case describes the Canadian launch of Gatorade's G Series - a range of sports drinks designed for athletes before, during and after exercise - to position the brand as leader in the sports nutrition market.

Gatorade Canada: G Series Launch

TBWA\Toronto

Section I — Basic information

Business Results Period (Consecutive Months):April 1, 2011 - June 1, 2012

Start of Advertising/Communication Effort: April 4, 2011

Base Period as a Benchmark: N/A

Section II — Situation analysis

a) Overall Assessment

In 1965 Gatorade created the sports drink category. After 40 years of flavour & pack innovation, and increasingly fierce price-based competition, Gatorade had to evolve. But remaining a brand player and category leader would require true innovation. Based on years of athlete knowledge and scientific research, the G Series® was launched – consisting of...

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