Gatorade G Series Fit: An Integrated Marketing Launch

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Gatorade's G Series FIT, a line of products for fitness athletes meant to be consumed before, during and after workouts, launched in April 2011 as a part of Gatorade's strategy to provide a broader range of options for athletic consumers rather than the lifestyle drinkers. The integrated launch plan for G Series FIT featured TV, print and digital advertising, public relations and social media efforts and new athlete spokespeople including U.S. Gold Medal winning sprinter Allyson Felix and swimmer Ryan Lochte. Join Andrea Fairchild, Vice President, Global Brand Marketing at Gatorade as she discusses the integrated marketing campaign and the successful launch of this brand.