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UK: Britvic, PepsiCo launch Gatorade ad campaign

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PepsiCo and Britvic are launching a GBP5m (US$9.8m) advertising campaign for sports drink Gatorade in the UK.

The campaign, which launches today (2 June), is designed to highlight the scientific heritage of the sports drink, which is formulated to "rehydrate, replenish and refuel athletes," the companies said.

With five executions targeted towards physically active consumers and athletes, three will feature split images of sportsmen, whose bodies are half athletes, half scientists, to reinforce the point that Gatorade is the "most scientifically researched sports drink in the world".

The ads will run in mainstream magazines and roadside 48-sheets.

The remaining two ad executions show a scene in a laboratory with a range of athletes, all in their appropriate sporting positions surrounded by laboratory apparatus, emphasising "the link between science and sporting excellence".

These adverts will appear in more specialised sports magazines and underground/cross tracks posters.

All will appear with the headline, "The Science of Winning", referring to the research carried out to develop the product.

The campaign will also involve a PR campaign, focusing on educating and supporting physically active consumers and professional athletes. This will include a presence at key sporting events across the UK in 2008, where there will be a number of GSSI experts and professional athletes on hand to give tips and advice on sports hydration and nutrition.

One of the highlights of the campaign will be the Mazda London Triathlon, where Gatorade will be the official sports drinks sponsor and will carry out sweat tests on race participants, the company said.

Britvic has an exclusive agreement with PepsiCo to produce and distribute Gatorade in the UK.

Last month PepsiCo moved its Gatorade ad account, estimated to be valued at US$150m, from Omnicom Group's Element 79 to Omnicom's TBWA/Chiat Day in Los Angeles.


Sectors: Soft drinks, Water

Companies: PepsiCo

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