GATORADE SPIN-OFF TARGETS HISPANICS

Dieste Creates Spanish-Language Ads for New Extremo Drinks

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CHICAGO (AdAge.com) -- PepsiCo's Gatorade on April 1 launches a spin-off of fruit-flavored drinks for the Latin market.

The new offering,

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under the name Extremo, comes in three flavors -- mango, tropical and citrico -- in 32-ounce bottles.

The rollout is backed by a Spanish-language ad campaign by Dieste, Harmel & Partners, Dallas.

In upcoming TV spots, a drop of Gatorade-colored sweat in the shape of an X runs down an athlete's face.

Mary Dillon, VP-product offerings for Gatorade, said: "Latinos constitute a large segment of the population in some of our strongest markets."

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