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Gatorade, inventor of the sports drink, is getting a rebrand targeting non-athletes
- On Thursday, PepsiCo announced a major repositioning of Gatorade, shifting the brand's focus beyond athletes to non-athletes with a new 'Advanced Hydration System' and updated visual identity.
- Roughly 150 new brands have entered the hydration space since 2020, prompting Mike Del Pozzo, President of PepsiCo Beverages U.S., to describe the resulting messaging as 'diluted and confusing' for consumers.
- Gatorade is removing artificial colors and sweeteners from its lineup; Gatorade Lower Sugar, launched last month, has 75% less sugar and is already one of the company's biggest sellers, Del Pozzo said.
- The company cut prices on certain multipacks to align with consumer expectations, while 'Gatorlyte Longer Lasting'—designed for extended hydration during long flights or workdays—will launch next year.
- Euromonitor soft drinks research lead Howard Telford said Gatorade must prove it can grow in zero-sugar categories, noting that hydration is no longer 'exclusive to traditional sports drinks.
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57 Articles
57 Articles
Gatorade shifts strategy after 60 years
PepsiCo is repositioning its Gatorade brand to target a broader consumer base, moving beyond its traditional focus on elite athletes to address what the company describes as widespread dehydration affecting everyday Americans.
·Springfield, United States
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Popular sports drink undergoes major rebrand as it expands beyond athletes
PURCHASE, New York — Gatorade is undergoing a major brand overhaul as the sports drink giant looks to expand beyond athletes and position itself as a broader hydration and wellness company.
·Cleveland, United States
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Coverage Details
Total News Sources57
Leaning Left15Leaning Right2Center30Last UpdatedBias Distribution64% Center
Bias Distribution
- 64% of the sources are Center
64% Center
L 32%
C 64%
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