PepsiCo’s Gatorade is finally hitting back at Bodyarmor after years of weathering attacks from the beverage start-up. The escalation of the sports drink marketing wars comes after Bodyarmor has eaten into Gatorade’s market-share dominance with ads that questioned the larger brand’s health credentials.
Gatorade’s new campaign attempts to shift the conversation to its new line extension, Bolt24, which debuted last year and downplays the Gatorade branding. The new campaign calls Bolt24 the “super easy choice” while stating that the drink contains 30 percent less sugar than Bodyarmor.
Gatorade’s campaign will run in retail outlets and include ads on video screens on gas pumps, as well as local radio ads, according to Beverage-Digest, which first reported the news. The agency is Omnicom’s TBWA\Chiat\Day.