Now, Propel is returning to the Gatorade portfolio,
getting a package refresh and being pitched as a workout water for
regular exercisers. The brand is working with Fleishman Hillard for
PR, while Fathom is leading creative and social efforts.
"Their
day just isn't complete if they don't get their workout in --
that's the mindset and behavior that we're targeting," said Morgan
Flatley, VP-marketing for Gatorade and Propel. "It's very different
from where it was. We're harkening back to where [the brand
was] when it launched."
Propel will shift its focus to "routine exercisers"
but still skew slightly older than Gatorade's target, focusing on
males and females aged 25 and older. Previously, the brand was
going after Generation X and Boomers, in a bid to distinguish
itself from youth-oriented brands like Vitaminwater and SoBe.
Within
the Gatorade portfolio, Propel will be the only product with zero
calories -- though it will drop the "zero" from its name and
packaging. Packaging will also reinforce that Propel is "from the
makers of Gatorade." Execs are hoping that distinction, along with
a strong point of view will help drive distribution and get key
retailers excited about the brand again.