Gatorade Reinvents Brand By Launching New Product Lines That Focus on Functionality

Sarah Robb O'Hagan, Gatorade’s CMO, gave a presentation at the recent ANA Creativity Conference in New York, detailing the changes at the brand. When she took the job in 2008, Gatorade comprised some 150 flavor variants. It has launched the 01Prime, 02 Perform, and 03 Recover line of G Series products, formulated and packaged for the competition needs of athletes. Transforming from one product with various flavors to three platforms - G Series Pro aimed at elite athletes, G Series for performance, and high school athletes - in just 2 years, it will again expand early next year with a G Series Fit product for adults who want to lose weight and need athletic drinks with lower calorie content. Other developments include redesigning the buckets used by pro teams, launching a naturals line trialing at Whole Foods, and moving in to the sports goods channel with nutrition products like shakes and protein bars.