PepsiCo Makes Big Changes to Gatorade Brand
The Gatorade Company, a division of PepsiCo, is redesigning the brand to appeal to a broader range of athletes and active people in the United States. This new Gatorade attitude will be most visible through a total packaging redesign. For example, Gatorade Thirst Quencher will put the letter G front and center along with the brand's iconic bolt.
To help differentiate the full range of Gatorade offerings from traditional Gatorade Thirst Quencher, each beverage will convey the attitude of a tough-love coach or personal trainer, through new names on the label and nutrition benefits inside:
Additionally, Gatorade Tiger has been renamed Gatorade Tiger Focus and has been reformulated to include theanine, which when combined with carbohydrate and advanced hydration helps promote mental focus. Gatorade Tiger Focus also provides the added nutrition benefit of a good source (10% Daily Value) of vitamin E, half the calories and 25 percent more electrolytes compared to Gatorade Thirst Quencher."
"Gatorade understands different people have different wants - you can't speak to athletes and active people with a 'one size fits all' mentality," says Craig Horswill, senior research fellow, Gatorade Sports Science Institute. "What athletes and active individuals do share is the need for adequate hydration, which is delivered through Gatorade, the most thoroughly researched sports beverage in the world - and we know nothing rehydrates, refuels or replenishes better."
The updated beverages will begin rolling out to stores later this year. Similar to what was announced in the United States, Gatorade products in Canada will also undergo a packaging redesign. The updated packaging will begin rolling out to Canadian stores in 2009. Enhanced formulas are also being evaluated for the Canadian market.
To help differentiate the full range of Gatorade offerings from traditional Gatorade Thirst Quencher, each beverage will convey the attitude of a tough-love coach or personal trainer, through new names on the label and nutrition benefits inside:
- Gatorade Fierce is now Bring It - Athletes have always had to "Bring It" to their practices, competitions and workouts and now the beverage will project this mindset and contain an excellent source (25% Daily Value) of B vitamins (B-3, B-5, B-6) to help meet the demands of energy metabolism.
- Gatorade X-Factor changes to Be Tough - "Be Tough" will enjoy the added benefit of an excellent source (20% Daily Value) of the antioxidant vitamin E to help protect the active body.
- Gatorade AM is now called Shine On - Developed with morning flavors, the beverage helps morning exercisers to "Shine On" during their workouts and will contain an excellent source (20% Daily Value) of vitamin C to help active people as they attack their day.
- Gatorade Rain becomes No Excuses - Active people know there are "No Excuses" for missing a workout or activity. The new packaging reflects this new attitude and the beverage inside remains the crisp, clean taste fans love.
Additionally, Gatorade Tiger has been renamed Gatorade Tiger Focus and has been reformulated to include theanine, which when combined with carbohydrate and advanced hydration helps promote mental focus. Gatorade Tiger Focus also provides the added nutrition benefit of a good source (10% Daily Value) of vitamin E, half the calories and 25 percent more electrolytes compared to Gatorade Thirst Quencher."
"Gatorade understands different people have different wants - you can't speak to athletes and active people with a 'one size fits all' mentality," says Craig Horswill, senior research fellow, Gatorade Sports Science Institute. "What athletes and active individuals do share is the need for adequate hydration, which is delivered through Gatorade, the most thoroughly researched sports beverage in the world - and we know nothing rehydrates, refuels or replenishes better."
The updated beverages will begin rolling out to stores later this year. Similar to what was announced in the United States, Gatorade products in Canada will also undergo a packaging redesign. The updated packaging will begin rolling out to Canadian stores in 2009. Enhanced formulas are also being evaluated for the Canadian market.