PepsiCo's Gatorade G2: A Marketing 50 Case Study

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Photo: Tony Pettinato
The flashy introduction of G2 at this year's Super Bowl was the biggest launch in Gatorade's 40-year history.

Not only did low-calorie G2 reshape the Gatorade platform, but it broke marketing ground for the brand, says Carla Hassan, director of marketing at Gatorade.

But the Super Bowl wasn't enough for G2. Gatorade beefed up the introduction with an unprecedented ad push in social and digital media, as well as event and experiential marketing.

Those initiatives have led to a strong initial showing for G2. PepsiCo says trial and repeat numbers for G2 are stable and leading to growth for the entire Gatorade franchise. G2 also grabbed an 8.3% share in the sports-drink category during the first half, according to Beverage Digest.

"We call G2 our Rookie of the Year and our MVP all rolled into one," says Ms. Hassan, 34.
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