The TV ad campaign, created by Abbott Mead Vickers BBDO, breaks on 16 May and is supported by a press campaign featuring Jamaican sprinter Usain Bolt and Brazilian footballer Kaka.
The ad focuses on the fact that sweat is a consequence of physical exercise but needs to be replaced. The ad ends with the campaign line 'When you give everything, Gatorade gives it back'.
Gatorade, which is distributed by Britvic, launched in the UK last year and its main rivals include Coca-Cola's Powerade and GlaxoSmithKline's Lucozade. Last month Gatorade launched a 'classic British' blackcurrant flavour, which is exclusive to the UK.
The sports drinks category was the second-fastest growing category in the take-home channel in 2008, growing 7% to £166m, according to Nielsen.
Food & Drink
Gatorade ad campaign focuses on sports and sweat
LONDON - PepsiCo's latest TV campaign for sports drink Gatorade communicates the message that athletes need to replace what their bodies lose when sweating.
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