GATORADE
UNLEASHES
NEW ATTITUDE,
ENHANCED BEVERAGES
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Speaks to Broader Range of Athletes |
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Offers
New Nutrition Benefits to
Meet Specific Athlete Need
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CHICAGO (December 29, 2008) – The Gatorade
Company, a division of
PepsiCo (PEP), is redesigning everything from the sidelines to the
shelf to appeal to a broader range of athletes and active people.
Headlined by enhanced beverages in bold new packaging, the nation’s
leading sports drink is continuing to deliver the scientifically
proven hydration and performance benefits that built the brand.
“Just like any good athlete, Gatorade is taking it to the
next level,” said Sarah Robb O’Hagan, chief
marketing officer for Gatorade. “Whether you’re
in it for the win, for the thrill or for better health,
if your body is moving, Gatorade sees you as an athlete,
and we’re inviting you into the brand.”
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. For Gatorade, G represents the heart, hustle, and soul of athleticism and will become a badge of pride for anyone who sweats, no matter where they’re active.
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 in-your-face names on the label and nutrition
benefits inside.
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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.
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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.
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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.
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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.
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Low-calorie
G2® from Gatorade will deliver significant nutrition enhancements
by providing an excellent source (25% Daily Value) of B
vitamins (B-3, B-5, B-6) and a good source (10% Daily Value)
of vitamin C and vitamin E, all of which help meet the
nutrient needs of active individuals.
Additionally, Gatorade Tiger™ has been updated to
call out its new Focus benefit inspired by the legendary
mental toughness of Tiger Woods. The product reformulation
includes theanine which, 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,” said 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. Grocery stores will offer the updated beverages
in a 32-oz. single bottle, 20-oz. 8-pack, and 12-oz. 6-pack.
Convenience stores will sell them in a 32-oz. and 20-oz.
single bottle.Gatorade Tiger Focus will be available at grocery
stores in a 32-oz. single bottle and 16.9-oz. 8-packs, and
at convenience stores in a 32-oz. and 16.9-oz. single bottle.
About Gatorade
The Gatorade Company is a division of PepsiCo (NYSE: PEP). The Gatorade hydration portfolio includes the nation’s leading sports drink, Gatorade® Thirst Quencher, as well as Gatorade Tiger™ Focus, G2® and propel®. Gatorade is designed to meet the needs of all athletes, no matter where they’re active. Gatorade is backed by more than 40 years of research and is scientifically formulated and athletically proven to quench thirst, replace fluids and electrolytes, and provide carbohydrate energy to enhance athletic performance. G2 is a low-calorie sports drink containing electrolytes, B vitamins and antioxidant vitamins C and E to support a healthy lifestyle. Gatorade Tiger Focus contains theanine, which when combined with advanced hydration and carbohydrate, helps promote mental focus. As a line of lightly flavored, nutrient-enhanced water beverages, propel has 10 calories per eight-ounce serving and essential vitamins. PepsiCo’s overall hydration portfolio includes leadership brands Gatorade, propel, Aquafina® and SoBe Life Water®. For more information, please visit www.gatorade.com and www.pepsico.com.
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