PepsiCo launches Gatorade promotional campaign

A new marketing campaign, “Win from Within”, is being launched in Thailand and aims to inspire sports players and gym users.
Somchai Ketchaikosol, marketing director for beverages at Pepsi-Cola (Thai) Trading Co, said that as the pioneer of sports drinks, Gatorade had been fuelling athletes for more than 50 years. 
It has become one of the five PepsiCo “mega brands” that generate more than US$1 billion each in estimated annual retail sales, alongside Pepsi itself, Lay’s, Tropicana and Quaker. 
Gatorade is the best-selling sports drink in 27 markets worldwide, including the Philippines, India, South Korea, the United States and Canada. 
As a key player with a long-standing presence in Thailand, Gatorade Thirst Quencher is popular among professional athletes and those who take exercise and sports seriously, thanks to its taste and ability to replace critical electrolytes lost in sweat, Somchai said.
Currently, Thailand’s sports-drink category is valued at up to Bt5.6 billion, with more than 14 per cent growth in 2015 compared with the previous year. 
To seize the opportunity from this fast-growing category, this year PepsiCo has re-modelled its Gatorade business in Thailand by taking charge of production, distribution and marketing, he said.
PepsiCo will focus its efforts for Gatorade’s re-launch in Thailand on three pillars – product; packaging and sizing; and marketing and consumer-engagement activities.
In terms of packaging, Gatorade has created a new design based around its “G” logo to play up its brand name on bold-coloured labels featuring three global presenters for three flavours. Lionel Messi will present the lemon-lime flavour, Serena Williams the grape product, and Alexis Sanchez, “Blue Blast”. 
Gatorade in the redesigned packaging is available in two sizes – 350-millilitre bottle at Bt18 in convenience stores, and 500ml bottle at Bt25 in grocery stores, supermarkets, hypermarkets, sports venues and fitness centres.