Gatorade rebrands as 'G'

Gatorade: rebrands as G
Gatorade: rebrands as G

Gatorade, the PepsiCo owned sports drink, has rebranded as G in the UK to appeal to more athletes and active consumers, as the brand moves toward a global identity.

The new logo keeps the lightening bolt from the US imagery and changes the focus of the logo to a capital G. Gatorade still features on the product but in smaller type.

The logo will be rolled out across all Gatorade products, alongside all digital and sponsorship activity, which will be completed by summer.

The rebrand is supported by a digital campaign and in-store activity.

Prabha Cheemalapati, marketing director, Gatorade, said: "We are really excited about the re-brand in the UK.

"The new G logo was designed to represent the heart, hustle, and soul of athleticism and we hope it will become a badge of pride for today’s athletes. We will continue to deliver the scientifically proven hydration and performance benefits that our brand is built on, but through a new powerful global visual identity.

"We work with incredible athletes such as Victoria Pendleton, Usain Bolt and the Brownlee Brothers who truly believe in the superior performance benefits of Gatorade."

The Gatorade brand sponsors high profile sporting events, including Aviva Premiership Rugby and the London Triathlon. Last year, Gatorade released an ad featuring Serena Williams, the tennis player in a campaign by TBWA\Chiat\Day L.A.

Gatorade is bottled and distributed in the UK by Britvic.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral