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 products intended for before (Gatorade Prime®), during (the Original Gatorade Perform®), and after (Gatorade Recover®) athletic activity.

The category that the Gatorade portfolio had once relied upon entirely had been expanded. The brand was no longer just a sports drink – it was embarking on a plan to reframe itself as a leader in sports nutrition, a $4.6 billion market globally. This vision was bold but ownable. After all, Gatorade knew the needs of athletic bodies better than anyone.