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THE MARKETING 100: GATORADE FROST: SUE WELLINGTON

By Published on .

Sue wellington has spent almost her entire career nurturing the Gatorade brand at Quaker Oats Co. into a beverage powerhouse closely linked to team sports and active thirst.

Last year, under her guidance, the company introduced a line extension called Gatorade Frost, aimed at expanding the brand's reach beyond participants in organized sports to athletes involved in what she terms other "intense sweaty situations."

"We had a stronger share in team competitive sports than with a kid who is doing something less organized like . . . climbing a mountain," says Ms. Wellington, 39.

The executive, recently promoted to president of Gatorade's U.S. operation, seems to have a real passion for her brand.

Gatorade Frost, with distinct packaging from the core Gatorade line, a frosty appearence, and its own $10 million advertising budget, exceeded annual sales expectations of $100 million within six months and continues to perform strongly, Ms. Wellington says.

Frost flavors were a major contributor to Gatorade's 10% sales growth last year, Ms. Wellington says.

"It's about being a bigger part of what we call active thirst," she says.

There's no question that Ms. Wellington and her team-she gives particular credit to Rachel Ellis, director-product offerings-have put a great deal of thought into every aspect of Gatorade Frost.

Complimented on the color of Riptide Rush, Ms. Wellington responds: "You ought to put a light behind it to see it like when it sits in a cooler door."

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