CHICAGO, Jan. 31 /PRNewswire/ -- The Gatorade Company, a division of PepsiCo (PEP), will run advertising in Super Bowl XLII to support the launch of G2, a new low-calorie lifestyle beverage. G2 will be supported by the largest integrated marketing campaign since the launch of the company's Propel Fit Water in 2002. Campaign support will include television and print advertising, digital, retail, sampling, and cause-marketing efforts that will raise funds for United Way. For decades Gatorade has hydrated and fueled athletes on the field and now G2 will help keep athletes hydrated OFF the field.
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"With the addition of G2, Gatorade has the Super Bowl covered inside and out," said Matt Knott, Gatorade Vice President of Marketing. "Gatorade is the sports drink that is proven to fuel athletic performance on the field, and now with the launch of G2, we're meeting hydration needs 24/7."
In late December, Gatorade launched a print and television teaser effort for the G2 campaign, including two 15-second TV spots that provided a sneak preview of the soon-to-come G2 commercials. The teaser ads feature the legs and feet of two different athletes walking in street clothes in an urban environment. Under their feet, the street surfaces begin to transform into a baseball field or basketball court. The G2 commercials will soon reveal that the baseball version features New York Yankees' Derek Jeter, while the basketball version features Miami Heat's Dwyane Wade. Viewers will also see more of the visual transformation of the urban environment into a sports landscape as well, to communicate that athletes often think about the game even when they're off the field of play.
"These ads nail what most athletes know -- that being an athlete is a way of life," said Derek Jeter, eight-time All Star short stop and current captain of the New York Yankees. "I often think about how the decisions I make off the field will affect my performance during a game. So you'll see Gatorade in my hand in the dug out and a G2 in my hand when I'm out and about."
Derek Jeter provided a sneak peek of the Super Bowl ad during select media interviews Tuesday against a giant backdrop which brings the creative treatment from the commercial to life in New York City's famous Herald Square. Over the course of the week, the backdrop -- a brick wall, the sidewalk in front of it and the surrounding objects in Herald Square (including a bicycle, park bench and a car) -- were gradually transformed into a baseball field, covered with real turf and infield dirt. Passersby were encouraged to visit http://www.drinkg2.com/ to learn more about G2.
Another key element of the G2 launch is a cause-related campaign designed to make a difference off the field and benefit United Way. G2 has committed to raise up to $150,000 for United Way between now and Feb. 3. For every visit to http://www.drinkg2.com/, G2 will donate $1 to United Way up to $100,000. Media and professional athletes will also have the opportunity to generate an additional donation of up to $50,000 by participating in a bowling challenge during Super Bowl Week at an exclusive "G2 Lounge" at the official Super Bowl media center in Phoenix. The G2 cause-marketing effort to benefit United Way demonstrates PepsiCo's commitment to sustainable growth, defined as Performance with Purpose, which is based on the fundamental principle of giving back to communities the company serves.
The G2 advertising was produced by Element 79 Partners, Chicago. About G2 and Gatorade
G2 from the makers of Gatorade is a lifestyle beverage to help athletes hydrate when they're off the field so they're better prepared for competition. Research shows that as many as 50 to 70 percent of competitive athletes arrive at practices or games inadequately hydrated. Dehydration can have a negative impact on their performance and increase the risk for heat illness during practices or games especially in the heat. G2 is a low calorie beverage with electrolytes that help maintain electrolyte balance, encourage athletes to drink more and help athletes' bodies hold on to fluid. G2 is for athletes off the field whereas Gatorade Thirst Quencher is a sports drink that provides the advanced hydration (fluids and electrolytes) and carbohydrate energy to fuel athletic performance on the field. With the addition of G2, the Gatorade Company will better meet the hydration needs of athletes on a 24/7 basis. The Gatorade Company is a division of PepsiCo, Inc. For more information, please visit http://www.drinkg2.com/ and http://www.gatorade.com/.
About United Way
United Way is a national network of nearly 1,300 local organizations that work to advance the common good by creating lasting positive changes in communities and people's lives. United Way of America is the national organization dedicated to leading the United Way movement. Local United Ways address the underlying causes of the most significant local issues, and common focus areas include helping children and youth succeed, promoting financial stability, and improving access to health care. For more information about United Way, please visit: http://www.unitedway.org/.
