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May 8, 2024
(Updated on
Feb 29, 2024
)

Gatorade Now Sells Water - This Is Gatorade Water’s Marketing Strategy

Gatorade, a well-known sports drink brand owned by PepsiCo, has recently released Gatorade Water, its first product in the water market. In order to meet the growing demand for functional water, this move is a smart way for the brand to grow its product line. Gatorade Water is not flavoured like its neon-bright sports drinks, but it looks and feels like regular water. That being said, it claims to have extra health benefits that make it stand out as a premium choice in the world of drinks.  Marketed as electrolyte-infused and filtered through a strict 7-step filtration process, Gatorade Water promises higher pH levels and alkalinity. This fits with the trend of people looking for functional drinks that they think are good for them. Gatorade is expanding its product line beyond its trademark sports drinks to appeal to a wider audience by entering the water market. This shows that the company is aware that consumers are shifting their preferences toward wellness-focused hydration solutions.

Source: Beverage Daily

As part of its marketing strategy, Gatorade Water uses the brand's long history and reputation as a trustworthy sports drink to build trust and credibility in the functional water market. Because Gatorade knows that the functional water category has a lot of room to grow, it wants to stand out by highlighting the brand's connection to sports and performance. Gatorade tries to appeal to both athletes and regular people through targeted messaging and branding. They want Gatorade Water to be the first choice for people who want to stay hydrated and get extra benefits. The orange bolt logo from the Gatorade brand is on the packaging of Gatorade Water. This serves as a visual cue to connect the product to the Gatorade brand and its history of innovation in hydration. 

For more engagement and brand awareness, Gatorade uses a multi-channel marketing strategy that includes both traditional and digital channels. The brand's "Always in Motion" campaign uses famous dancers like Les Twins, Witney Carson, and Aliya Janell to show how fluid and moving water is. Gatorade wants to connect with its target audience and make Gatorade Water an important drink for people who live active lives by using the cultural relevance of dance and sports. Digital billboards, premium online videos, and social media content are all used in the campaign, which makes the most of digital channels to reach and engage customers.

Photo by Emma Dau on Unsplash

In addition to digital efforts, Gatorade plans activations in key cities such as New York, Los Angeles, Miami, and Chicago to foster physical interaction and experiential engagement with the brand. These offline activations aim to create memorable brand experiences and reinforce Gatorade Water's positioning as a hydration solution for people on the move. Moreover, Gatorade intends to merchandise Gatorade Water alongside its existing low- and no-sugar products, highlighting the breadth of its hydration offerings and showcasing the product's unique attributes.

Along with focusing on branding and marketing, Gatorade is also positioning Gatorade Water as an important addition to its existing line of hydration products. While Gatorade has long been synonymous with sports drinks, including its flagship recovery drink, the brand recognizes the need to diversify its offerings to cater to a broader range of consumer preferences. By introducing Gatorade Water, the brand aims to appeal to consumers who may prefer unflavored options or seek hydration solutions for everyday use beyond intense physical activity or sports performance. This expansion of the product line allows Gatorade to capture a larger share of the hydration market while maintaining its relevance and leadership in the beverage industry.

Gatorade is focusing on marketing and making its products stand out, but as part of its plan to promote Gatorade Water, it is also putting a lot of effort into educating consumers. The brand knows that people are skeptical about the supposed health benefits of alkaline and electrolyte-infused water, so it is spending money on informative campaigns to make things clear. Gatorade wants to spread accurate information about the science behind staying hydrated and the role of electrolytes in supporting peak performance and recovery by working with nutritionists, dietitians, and other health professionals. Through educational content on social media, digital platforms, and in-store activations, Gatorade wants to give people the tools they need to make smart decisions about their water needs and the benefits of adding Gatorade Water to their daily lives.

Photo by Jacob Rice on Unsplash

Gatorade also knows that the market for functional water is very competitive, with Smartwater and other companies commanding the top spots. To set itself apart, Gatorade stresses its dedication to quality and new ideas, pointing out that Gatorade Water is different because of its strict filtration process and electrolyte infusion. Gatorade wants to teach people about the value of Gatorade Water and explain why it costs more than other water options by focusing on the product's features and benefits.

Even though there is still debate about the scientific evidence for health claims about alkaline and electrolyte-infused water, Gatorade is still confident in the Gatorade Water market. The brand is aware that people are putting more emphasis on staying hydrated as part of their daily health routine, which is helping the functional water category grow. With its strong brand equity and marketing expertise, Gatorade aims to capitalize on this trend and establish Gatorade Water as a trusted choice for consumers seeking premium hydration with added benefits. Overall, Gatorade's release of Gatorade Water is a smart move to keep up with changing consumer tastes and solidify its position as a market leader in the hydration category.

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