Pepsi 2008 Annual Report Download - page 14

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We’re taking
sports drinks to
more playing fields.
For years, Gatorade Thirst Quencher has led the performance
drink category by helping elite football, baseball and basket-
ball players keep their competitive edge. These days, a new
sport and exercise culture is emerging. Active people of all
shapes and sizes are challenging themselves on their own
terms to reach their own goals.
In 2008, Gatorade changed the game we invented by
redening what it means to be an athlete. We asked ourselves
how a sports drink can become a catalyst for better minds
and bodies, and we launched Gatorade Tiger and G2, a low-
calorie sports beverage. But our innovation didn’t stop there.
Building on our record of improving the nutritional prole of
our products, we’ve enhanced our newest product identities
like “Bring It” by adding B vitamins and “Be Tough” by adding
vitamin E. Then we reenergized our entire Gatorade portfolio
by combining new branding, marketing and package design.
The new campaign encourages sports enthusiasts to
tap into their G—the heart, hustle and soul of the
athlete. Our newest product identities will help differ-
entiate this mega-brand in today’s marketplace and
inspire sports enthusiasts to keep pushing beyond
their comfort zone to achieve their full potential.
Gatorade’s new ad campaign inspires sports enthusiasts to tap into their “G.”
12 PepsiCo, Inc. 2008 Annual Report