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Gatorade ‘What G’

Agency: TBWA/Chiat/Day

Client: PepsiCo 

Here’s a quirky little teaser campaign from energy drink brand Gatorade.

The PepsiCo owned sports brand is running this ad on TV in the US as well as across YouTube and in the press asking “What G?” in a lead up to its redesign.

The celebrity studded campaign features the voice of rapper Lil Wayne, a causally dressed sports figures such as Serena Williams, Bill Russell, Derek Jeter and boxing legend Muhammad Ali appear.

Aiming for a new look, Gatorade's parent company, PepsiCo, is using the new "G" campaign as an opportunity to create new packaging and rename line extensions.

In the ad, the rapper says G is "the heart, hustle and soul of athleticism." An online music video on YouTube features hip-hop star Murs performing a rap about G.

Gatorade is currently gearing up to launch a new campaign in the UK.

A recent report from research firm Mindbranch found that the UK has the largest European food and drink sales through convenience stores with a value of £21.9 billion.

Meanwhile, market research firm Mintel reports that the retail market for energy drinks is now valued at $4.8 billion (£2.4bn), a growth rate of over 400 per cent from 2003.

The number of “energy drinkers” is still growing briskly, according to Mintel. In 2003, only nine per cent of adult respondents to Mintel’s survey said they drank energy drinks, that figure has risen to 15 per cent in 2008.

Teens have embraced energy drinks even faster. Mintel’s latest survey of teenagers revealed 35 per cent regularly consume energy drinks, up from 19 per cent in 2003.

What do you think of this campaign? Write your review below and could you win a bottle of Champaign in our ‘Review of the Month’ competition.

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