- Gatorade today (Feb. 28) launched Gatorade Water, the brand’s first unflavored water, and can support the introduction with a digital-first campaign titled “Always in Motion,” per materials provided by the brand.
- The campaign tries to capture the spirit of individuals on the go and spotlights skilled dancers. The effort will include digital out-of-home placements across the country, premium online video and content on owned social channels. Two TV ads will run across tentpole sports programming like March Madness.
- Activations to get people moving are planned for New York, Los Angeles, Miami and Chicago. The recent product from the PepsiCo division comes as sales of hydration products are booming and consumers look for methods to adopt more wellness habits.
Gatorade Water, like its namesake sports drink, is infused with alkaline and electrolytes for higher rehydration. Its arrival on the heels of successful similar products from other marketers like Liquid IV, Prime, Nuun and Liquid Labs, shows the leading brand in the sports drink category attempting to shore up its position in the burgeoning segment focused on hydration as a wellness habit.
The brand extension will probably be available in retail stores and online this week and can goal athletes searching for hydration and energetic people more broadly.
“Today’s athletes are more wellness-minded than ever, they usually expect Gatorade to satisfy all of their hydration needs, 24/7,” said Anuj Bhasin, chief brand officer at Gatorade, in a press release. “Gatorade Water is an all-day hydration option for all energetic people, regardless of who they’re or how they move, from the leader in sports fuel that they know and trust.”
The launch campaign centers around energetic people broadly, including athletes. Elements of the digital-first campaign feature dancers and choreographers equivalent to Les Twins, Witney Carson and Aliya Janell, emulating the fluidity and movement of water. Campaign visuals include Les Twins captured in mid-isolation while ending one another’s hip-hop moves. Carson, meanwhile, floats across dance spaces and Janell showcases her energetic dance moves.
The campaign may also feature two linear television spots that depict various varieties of energetic consumers, including longboarders, dancers and others going about their each day activities and being refreshed by Gatorade Water. The spots will run across tentpole sports programming throughout the spring, with a heavy emphasis on the March Madness college basketball tournaments.
Products touting higher hydration have boomed in recent years, with claims that they lead to raised skin, help with hangovers and produce other health advantages. According to National Outlook, sales of hydration ingredients among the many mainstream U.S. supplements market grew 51% in the 52 weeks ending Dec. 3, 2023, accounting for $491 million in sales, up from $325 million firstly of the period.
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