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.
"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."
Source: G2, Gatorade