Usually consumer packaged good marketers wait until products are available for sale before they start advertising. But in a new ad debuting today, Gatorade is putting the marketing ahead of the product.
The spot, called "Your Game Is Our Lab," uses famous sporting stars like J.J. Watt and Usain Bolt to tease new foods and drinks that in some cases are still in development. The goal is to show that the PepsiCo-owned brand's innovation pipeline is fueled by insights gained from athletes. "We believe that there is a value to communicate we are working on these projects and how we are working on them," said Xavi Cortadellas, Gatorade's head of innovation.
The agency on the ad is TBWAChiatDay.
Gatorade -- long known for its sports drink -- has diversified its product line in recent years, coming out with a range of shakes, smoothies, bars, bites and powders.
Potential new products that are vaguely teased in the spot include a protein-enriched yogurt designed for muscle recovery, "bite-sized protein food forms" and "nitrate boosts," according to the brand. Mr. Cortadellas said such products are designed to address "specific fueling needs throughout the day." But, he added, the target launch dates are not slated until sometime during 2017 and 2018.