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GATORADE ICE AND FIERCE

PepsiCo's Gatorade is the original sports drink, but recently it has been losing share to Coca-Cola's PowerAde. Young, male competitors are Gatorade's core target, and nothing unifies and connects with young Canadian men more than hockey, but Gatorade lost the NHL and CHL rights to PowerAde several years ago. This year, Gatorade Canada, for the first time ever, parted ways with the U.S. advertising strategy and signed Canadian NHL players to endorse the brand, including Montreal Canadiens goalie Jose Theodore and Vancouver Canuck Todd Bertuzzi. Original TV spots supported the launch of both the Ice and Fierce brands and linked them to our national sport.

Quantitative tracking shows that 70% of respondents now believe Gatorade owns the rights to the NHL. Trial of Gatorade Ice exceeded expectations and helped drive overall brand share growth. Gatorade Fierce sales in 2003 are up 46% over one year ago.

Television

Fire & Ice

TV Store