PepsiCo is re-aligning its Propel Fitness Water with the Gatorade brand after admitting the sports nutrition beverage "lost its edge".

Following its acquisition from The Quaker Oats Co in 2001, Propel was relaunched by PepsiCo with the tagline "from the makers of Gatorade", however sales have fallen recently. A new campaign for the brand, called "How Gatorade Does Water", will highlight Propel's electrolytes and "lean into its Gatorade history".

The campaign includes a TV ad that borrows from previous Propel ads but with a "fresh, modern look", according to PepsiCo. The company wants the brand to return to its roots and become the "water for fitness".

"As the original enhanced water formulated for fitness, Propel trailblazed the category, resulting in tremendous success in sales and strong, steady growth for several years," PepsiCo said. "But, it's no secret that along the way, the brand lost its edge and sales declined."

The integrated marketing campaign launched last week and will run in the US throughout this Summer.

PepsiCo took control of Propel Fitness Water at the same time as Gatorade through its US$13.4bn acquisition of Quaker.

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PepsiCo Inc - Strategy, SWOT and Corporate Finance Report

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PepsiCo Inc - Strategy, SWOT and Corporate Finance Report, is a source of comprehensive company data and information. The report covers the company's structure, operation, SWOT analysis, product and s...read more