US: PepsiCo's Gatorade confirms marketing switch
Marketing switch at Gatorade
PepsiCo's Gatorade division has confirmed the appointment of a new vice president of brand marketing.
The Chicago-based unit announced yesterday (13 January) that Andrea Fairchild will replace John Galloway in the post from 19 January. Galloway left Gatorade last year.
Fairchild, 38, joins Gatorade from Nike, where she served as the global business development director for women's training. She led a variety of marketing initiatives, including the execution of retail and out-of-home campaigns, the development of on- and off-line training programmes for athletes, and coordination of endurance sporting events.
In her new role, Fairchild will help implement Gatorade's overall strategic vision, beginning with the Spring launch of the G Series, a line of products developed in collaboration with athletes to provide fuel, fluid and nutrients before, during and after activity.
"Andrea's experience and leadership will help her hit the ground running as Gatorade continues to transform from a sports drink to a sports performance innovation company," said Sarah Robb O'Hagan, the company's chief marketing officer. "Her marketing expertise and knowledge of sports will help the brand as we appeal to a wider range of athletes and active people.”
Late last year, PepsiCo announced a US$30m investment behind Gatorade in 2010. The investment will include improvements in packaging and ingredients, along with the removal of high fructose corn syrup (HFCS) from all Gatorade drinks.
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