Gatorade Campaign Showcases Hydration Innovation
Demand for lower-sugar beverages continues to reshape the hydration category, prompting brands to expand their portfolios.
PepsiCo is the latest to do so with Gatorade Lower Sugar, launching nationwide this month through an omnichannel campaign targeting active, health-conscious consumers.
The brand’s “Everyday Mover” campaign features two-time WNBA all-star and Gatorade roster athlete Caitlin Clark; dancers Witney Carson and Charly Barby; content creator Roland Pollard and TV host Tayshia Adams.
The consumer messaging, narrated by WNBA legend Candace Parker, a mom of three, clearly communicates that its newest product offering is for consumers’ daily lives and activities, not just those in intense, elite training.
In fact, Gatorade Lower Sugar and its 360-degree campaign targets the 150 million Americans who experience the effects of mild to moderate dehydration weekly, according to a company release, and who seek electrolyte blends that hydrate better than water.
Available in four flavors, including Fruit Punch, Lemonade, Glacier Cherry, and Rain Berry, the product is on retail shelves at major locations such as Walmart, Target, Hy-Vee and Kroger stores, packaged in 12-ounce, 20-ounce and 28-ounce bottles, and on Gatorade.com.
The new labels and packaging feature the iconic “G” in a bright and clean design, and call out the product’s science-backed hydration with no artificial flavors, sweeteners or colors and 75% less sugar than Gatorade Thirst Quencher. These lower-sugar options as well as their zero-sugar counterparts are being merchandised near fitness or outdoor sections in most locations, to capture the attention of active consumers.
"Gatorade Lower Sugar boldly expands our hydration portfolio, designed to hydrate everyday movers who want science-backed hydration to fuel their day," said Anuj Bhasin, Gatorade’s senior vice president of marketing, in a release. "The campaign celebrates the inner 'IT' that keeps them moving, alongside a hydration solution with the flavors they know and love."
