Gatorade Unleashes New Attitude in Canada

PepsiCo Canada, licensee of the Gatorade brand in Canada, is redesigning everything from the sidelines to the shelf to appeal to a broader range of athletes and active people.

29/12/08 Similar to what was announced in the US, PepsiCo Canada, licensee of the Gatorade brand in Canada, is redesigning everything from the sidelines to the shelf to appeal to a broader range of athletes and active people. Headlined by bold new brand identity and packaging, Canada's leading sports drink will continue to deliver the scientifically proven hydration and performance benefits that built the brand. "Just like in the US, the Canadian Gatorade brand is taking it to the next level like any good athlete should," said Dale Hooper, vice president of marketing for Gatorade in Canada. "Whether Canadians are in it for the win, for the thrill or for better health, if your body is moving, Gatorade sees you as an athlete and we're inviting you into the brand." This new Gatorade attitude is reflected through a total packaging redesign. For example, the Gatorade Thirst Quencher brand logo will be the letter "G" along with the brand's iconic bolt. For Gatorade, "G" represents the heart, hustle, and soul of athleticism and will become a badge of pride for any Canadian who sweats, no matter where they're active. In Canada, other Gatorade products (Gatorade Fierce, Gatorade Rain, Gatorade X-Factor) will also undergo a packaging redesign. The updated packaging will begin rolling out to Canadian stores in 2009. Enhanced formulas are also being evaluated for the Canadian market. - Gatorade Thirst Quencher: Gatorade is the most thoroughly researched beverage in the world; Rehydrates, Replenishes and Refuels in ways water can't. - Gatorade Fierce Thirst Quencher: It's a taste that's as intense as you are. Perfect for those who demand bold and refreshing flavours along with the proven performance of the most researched sports drink on the planet. - Gatorade Rain Thirst Quencher: Combining all the benefits of original Thirst Quencher formula with a light, refreshing flavour that finishes clean. Gatorade Rain is the optimal choice for athletes who prefer a light flavour. - Gatorade X-Factor Thirst Quencher: It's the extra edge in your game and a blend of great flavours that turns up when you need it most.