Dive Brief:
- Gatorade today (Feb. 28) launched Gatorade Water, the brand’s first unflavored water, and will support the introduction with a digital-first campaign titled “Always in Motion,” per materials provided by the brand.
- The campaign tries to capture the spirit of people on the go and spotlights professional dancers. The effort will include digital out-of-home placements across the country, premium online video and content on owned social channels. Two TV ads will run across tentpole sports programming like March Madness.
- Activations to get people moving are planned for New York, Los Angeles, Miami and Chicago. The new product from the PepsiCo division comes as sales of hydration products are booming and consumers look for ways to adopt more wellness habits.
Dive Insight:
Gatorade Water, like its namesake sports drink, is alkaline and infused with electrolytes for better rehydration. Its arrival on the heels of successful similar products from other marketers like Liquid IV, Prime, Nuun and Liquid Labs, shows the leading brand in the sports drink category trying to shore up its position in the burgeoning segment focused on hydration as a wellness habit.
The brand extension will be available in retail stores and online this week and will target athletes looking for hydration and active people more broadly.
“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 statement. “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.”
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The launch campaign centers around active people broadly, including athletes. Elements of the digital-first campaign feature dancers and choreographers such as Les Twins, Witney Carson and Aliya Janell, emulating the fluidity and movement of water. Campaign visuals include Les Twins captured in mid-isolation while finishing each other’s hip-hop moves. Carson, meanwhile, floats across dance spaces and Janell showcases her energetic dance moves.
The campaign will also feature two linear television spots that depict various types of active consumers, including longboarders, dancers and others going about their daily activities and being refreshed by Gatorade Water. The spots will run across tentpole sports programming throughout the spring, with a heavy emphasis on the March Madness college basketball tournaments.
Products touting better hydration have boomed in recent years, with claims that they lead to better skin, help with hangovers and have other health benefits. According to National Outlook, sales of hydration ingredients among the mainstream U.S. supplements market grew 51% in the 52 weeks ending Dec. 3, 2023, accounting for $491 million in sales, up from $325 million at the beginning of the period.
