Launch “Win From Within” campaign

Message: Gatorade is necessary performance gear

Focus on educating consumers using Mission Control, Hashtags, G Force

70% Market Share

Introduction of G2 – off the field hydration

Brand Extension cont’d.

Same Target: Males, core sports

Market Share 82% - Down from 93%

Over 200 entrants to the category

Brand extension strategy: Xtremo, Fierce, Rain, Frost, XFactor, Fierce, etc.

Target Market: Males, core sports

Launch G Series (age 13-17, competitive high school athletes)

G Series Pro (age 16-24, pro athletes/NFL)

Brand Extension

Target: Core athletes, not lifestyle drinkers

Expand into sports nutrition/innovation category – not just a sports drink beverage

71% Market share

Re-Positioning strategy: image overhaul

What is “G” campaign

Repackaging

Broaden target market to include females, all sports, and everyday people

Launch G Series Fit

Target: the fitness athlete, those who exercise regularly

Brand Extension