Gatorade, a brand of Purchase, N.Y.-based PepsiCo, announced the national launch of its first unflavored water: Gatorade Water.
Gatorade Water is alkaline with a pH of 7.5 or higher, electrolyte infused, and the bottles are made from 100% recycled plastic. The premium water was developed for active people looking for an all-day hydration option, it says.
“Today’s athletes are more wellness-minded than ever, and they expect Gatorade to meet all of their hydration needs, 24/7,” said Anuj Bhasin, chief brand officer at Gatorade, in a statment. “Gatorade Water is an all-day hydration option for all active people, no matter who they are or how they move, from the leader in sports fuel that they know and trust.”
Gatorade Water is launching with a surround-sound 360-marketing campaign titled Always in Motion, which captures the spirit of the athlete who’s making moves and making progress every day.
• A bold, digital-first campaign features disruptors in the world of movement who flow the way water moves. World-renowned dancers, choreographers and producers, Les Twins, Emmy-nominated choreographer and professional dancer Witney Carson, and choreographer and dancer Aliya Janell, bring the fluidity of water to movement and mindset. Campaign visuals feature Les Twins captured mid-isolation while finishing each other’s moves in the “Twins-Style” hip hop that they’ve popularized. Witney Carson’s incredible grace is on display as she effortlessly floats across the spaces. Aliya Janell’s energy can be felt bursting through the visuals, while dancing in heels, her signature look.
• Gatorade Water also will be featured in linear TV commercials that are made to move people in inspiring ways. The hero creative features longboarders, dancers and other movers, alongside Gatorade’s lower sugar lineup that is for keeping all athletes hydrated, regardless of level of activity.
The Always in Motion campaign includes a robust digital out-of-home execution across the United States, premium online video and digital and social platform support. The linear spots will run across tentpole sport moments throughout the spring, including college basketball in March, NBA regular season and playoffs, and WNBA tip-off.
Gatorade Water is available in stores nationwide, on Amazon and at Gatorade.com. The product is available in 1-liter bottles for all-day hydration for a suggested retail price (SRP) of $2.39-$2.99 and 700-ml bottles that feature a sport cap for a SRP of $1.99-$2.69.
