"This program has been set up as much more than just a new flavor addition," said Russ Klein, senior VP-group account director at agency Foote, Cone & Belding, Chicago. "It's a truly new brand of Gatorade."
The long-awaited advertising for Frost, a three-variety line of cool-down drinks under the Gatorade banner, starts today.
Although similar in tone to the "Life is a sport, drink it up" theme for Gatorade, the single 30-second spot for Frost is a study in contrasts.
Sweat-dripping athletes in the foreground are joined by an animated character representing heat in the background who claims he "will defeat" them.
Then, the character changes to a frosty cool animated icon representing Frost, saying, "I chill to please." The spot ends with the tagline, "Too cool."
Although there's only one commercial for Frost, it will carry half the media weight for Gatorade this spring and summer, said a Quaker spokeswoman, who wouldn't quantify spending. But it's estimated that at least $25 million will back the line.
The Frost spot will run in conjunction with Gatorade's "The Wall" commercial featuring Michael Jordan and a spot called "Life Is" that started earlier this month.
In addition to Frost, the company will also be running three more spots for regular Gatorade starting later this spring.
Like base brand Gatorade, the Frost commercial will run on network and spot TV aimed at young sports enthusiasts, except in exclusive sports programming such as National Basketball Association games.
"The idea is to communicate an extremely cool notion in the graphics and juxtapose that image against heat," Mr. Klein said.
The trick in the advertising will be to communicate the product's point of difference.
Gatorade Frost is positioned as both a cool-down beverage after traditional sports like basketball and a drink for inline skaters and other athletes.
"The last thing this product is is for the unathletic or people who don't play team sports," Mr. Klein said. But he added that those athletes who drink Gatorade during and before a game can also use the new Gatorade thirst quencher after the game or during other athletic activities.