CHICAGO, Feb. 14 /PRNewswire/ -- Building on the momentum of its Super Bowl XLII G2 ad with Derek Jeter, The Gatorade Company, a division of PepsiCo (PEP), will debut a new 30-second G2 commercial starring Dwyane Wade during Friday evening's NBA All Star Rookie Game. Wade, who just renewed a multi-year deal with the nation's top sports drink company, joins Derek Jeter, Peyton Manning and Maria Sharapova as athletes who are showcased "off the field" as part of a comprehensive integrated marketing campaign to support the launch of G2, a new low-calorie lifestyle beverage. It's the latest in beverage news from PepsiCo's unrivaled hydration portfolio.
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Similar to the Jeter spot for G2 that debuted in the Super Bowl, the Wade ad uses special effects to reinforce the G2 product proposition - an athlete is an athlete 24/7. In the ad, as Wade walks in street clothes in an urban environment, the pavement begins to transform into the boards of a basketball court to communicate that athletes often think about the game even when they're off the field of play. The new spot plays off a G2 teaser campaign that showed just the legs and feet of an athlete walking with a sneak preview of the off-the-field visual technique.
"This ad has a really cool vibe and shows how I'm always thinking about the game, wherever I go. It shows how being an athlete is a lifestyle, because every decision you make can affect how you play," said Dwyane Wade, five-time NBA All Star guard for the Miami Heat. "I'm always looking to be the best player on the court. Drinking Gatorade while I'm playing and G2 in between games helps me perform at my best."
For decades, Gatorade has hydrated and fueled athletes on the field and now G2 will help keep athletes hydrated when they are off the field. G2 is available in Fruit Punch, Orange and Grape.
Dwyane Wade has had a relationship with Gatorade since 2005 and recently renewed this partnership through a multiple-year extension. Wade has starred in numerous commercials for the brand including solo spots for Gatorade Thirst Quencher as well as serving as a key face of The Gatorade Company's new G2 drink.
"Dwyane's unique style and personality off the court combined with his on the court talent make him an ideal partner for The Gatorade Company," said Jeff Urban, senior vice president of Gatorade. "His approach to life and the game itself are a perfect fit for showcasing the benefits of Gatorade as well as G2."
G2 is supported by the largest integrated marketing campaign since the launch of the company's Propel Fit Water in 2002. Additional campaign support includes television and print advertising, digital, retail, sampling, and cause-marketing efforts. The G2 advertising was produced by Element 79 Partners, Chicago.
About G2 and Gatorade
G2 from the makers of Gatorade is a low calorie lifestyle beverage to help athletes hydrate when they're off the field so they're better prepared for competition. Research shows that as many as 50 to 70 percent of competitive athletes arrive at practices or games inadequately hydrated. Dehydration can have a negative impact on their performance and increase the risk for heat illness during practices or games especially in the heat. G2 is a low calorie beverage with electrolytes that help maintain electrolyte balance, encourage athletes to drink more and help athletes' bodies hold on to fluid. G2 is for athletes off the field whereas Gatorade Thirst Quencher is a sports drink that provides the advanced hydration (fluids and electrolytes) and carbohydrate energy to fuel athletic performance on the field. With the addition of G2, the Gatorade Company will better meet the hydration needs of athletes on a 24/7 basis. The Gatorade Company is a division of PepsiCo, Inc. The PepsiCo Hydration Portfolio includes leadership products such as Gatorade Tiger, Gatorade Thirst Quencher, G2, Propel, SoBe Life Water, Aquafina and Tropicana. No other beverage company helps quench thirst on more occasions and in more great-tasting ways. For more information, please visit www.drinkg2.com and www.gatorade.com.
PepsiCo (NYSE:PEP) is one of the world's largest food and beverage companies, with 2007 annual revenues of more than $39 billion. The company employs approximately 185,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 17 brands that generate $1 billion or more each in annual retail sales. PepsiCo's commitment to sustainable growth, defined as Performance with Purpose, is focused on generating healthy financial returns while giving back to communities the company serves. This includes meeting consumer needs for a spectrum of convenient foods and beverages, reducing the company's impact on the environment through water, energy and packaging initiatives, and supporting its employees through a diverse and inclusive culture that recruits and retains world-class talent. PepsiCo is listed on the Dow Jones North America Sustainability Index and the Dow Jones World Sustainability Index. For more information, please visit www.pepsico.com.
About Dwyane Wade
Dwyane Wade is one of professional basketball's most successful and popular players. Since he entered the NBA in 2003, Wade has three-times earned All-NBA honors. He led the Miami Heat to its first NBA Championship in 2006 and was named the NBA Finals MVP. That year, he was selected as Sports Illustrated's Athlete of the Year. He holds Heat single-season franchise records for points, scoring average, field goals made and free throws made. This season, Wade ranks among the league leaders in points per game. He will be making his fourth consecutive appearance in the NBA All-Star Game.
Source: The Gatorade Company