One small step for Tiger Woods’ golf game has
proven time and again to be a giant leap for the world of sports. To
celebrate Woods‘ latest leap - the launch of
Gatorade Tiger® - PepsiCo’s
(PEP) Gatorade brand will take his out of this world golf game to the
moon with a comprehensive integrated marketing campaign that includes
television and print advertising, digital communications, retail
displays, promotions, sampling and cause-related marketing initiatives.
The campaign kicks off with a TV spot featuring Woods clad in an
astronaut suit and also includes a promotion featuring an "out
of this world” prize package to be revealed
online in late April. Gatorade Tiger provides advanced hydration to fuel
athletic performance and captures the unique qualities of Woods, who
currently holds 64 wins on the PGA tour and is arguably the best golfer
on the planet.
For more information, pictures and video, click here: http://mnr.onthescene.com/Gatorade/moon.html
"I've experienced a lot of amazing moments in my golf career, but
Gatorade Tiger is taking me someplace I never imagined with this
campaign," said Tiger Woods. "I’m
really excited about how this launch has come together because it brings
to life that I’m always thinking about taking
my game to the next level.”
Woods has used Gatorade Thirst Quencher throughout his career and began
drinking Gatorade Tiger on course and in his training last December. His
signature sports drink is now available nationwide in three new and
refreshing flavors inspired and selected by Woods –
Red Drive™ (Cherry blend), Cool Fusion™
(Citrus blend) and Quiet Storm™ (Grape
blend). Packaging includes a new 500 ml (16.9 oz) bottle and a 32 oz
bottle. Gatorade Tiger provides the same carbohydrate energy to fuel
muscles as Gatorade Thirst Quencher and contains 25 percent more
electrolytes to advance fluid and electrolyte replacement. Decades of
scientific research show that proper hydration helps athletes stay on
top of their game, both physically and mentally.
"Tiger Woods is known for revolutionizing the
game of golf by introducing an unprecedented level of fitness, training
and focus,” said Matt Knott, vice president
of marketing for Gatorade. "Tiger is always striving to improve and we
are excited Gatorade Tiger can help fuel his march toward history while
also fueling and inspiring other athletes to elevate their game.”
Taking a cue from the advertising campaign, Gatorade Tiger will offer
consumers an opportunity to take their game to the next level by
participating in online and experiential promotions. Beginning in late
April, visitors to www.gatorade.com
can play virtual golf on the moon and enter an online sweepstakes to win
one of two "out of this world”
grand prizes. Additionally, from late April through May, the "Gatorade
Tiger Longest Drive Challenge” will visit
five cities across the U.S. – Phoenix,
Dallas, Chicago, Miami and New York – to
offer consumers an opportunity to test their virtual golf skills. The
Gatorade Tiger golf simulator competitions will culminate with a
national championship event in New York City in late May where the
golfer with the longest drive will win the other grand prize.
As part of PepsiCo’s Performance with
Purpose commitment to the communities it serves, Gatorade will
donate $100,000 to the Tiger Woods Foundation on behalf of fans who
register for the online sweepstakes or participate in one of the five "Gatorade
Tiger Longest Drive Challenge” events. The
Tiger Woods Foundation has reached 10 million young people through
character development programs, scholarships, grants, junior golf teams,
and the Tiger Woods Learning Center.
Gatorade Tiger is the first product to launch as a result of the
recently announced collaboration between Tiger Woods and Gatorade to
develop Tiger-inspired sports performance beverages for athletes at all
levels. As a first step in the relationship, Tiger underwent sweat
analysis testing with the Gatorade Sports Science Institute (GSSI)
showcasing his dedication to this collaboration and to improving every
aspect of his training and competition. The in-depth scientific testing
conducted by scientists from GSSI was designed to shape Woods’
own specialized hydration and nutrition strategy. GSSI scientists
measured Woods’ sweat rate, sweat electrolyte
concentration, and fluid and electrolyte balance while outlining his
energy needs during a vigorous round of exercise.
Gatorade is a division of PepsiCo, Inc. PepsiCo has the nation’s
most comprehensive hydration portfolio including leadership brands such
as Gatorade Tiger, Gatorade Thirst Quencher, G2, Propel, SoBe Life
Water, Aquafina and Tropicana.
The "Gatorade Tiger Moon Shot”
ad was produced by Element 79 Partners Chicago.
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