Gatorade Launches its Own Brand of Water

Gatorade said it’s bringing the trust and credibility of the leading sports drink to a new aisle.

Aliya Janell (Gatorade)

Gatorade has launched a new beverage. It doesn’t harness the latest in drink technology to bring you refreshment when you need it most. It’s water.

According to the brand, Gatorade Water is alkaline with a pH of 7.5 or higher, and electrolyte infused for a refreshing, crisp taste, the brand said, adding “It’s meant for those who are out there making moves, who understand that staying hydrated isn’t just a benefit, it’s a fundamental human need.”

The PepsiCo-owned brand has released the new product hoping that it can tap into the growing “functional water” category that’s projected to reach $18 billion in sales in the next two years, according to CNN reporting on the initial announcement last year.


 

“Today’s athletes are more wellness-minded than ever, and they expect Gatorade to meet all of their hydration needs, 24/7,” said Anuj Bhasin, chief brand officer at Gatorade.

“Gatorade Water is an all-day hydration option for all active people, no matter who they are or how they move, from the leader in sports fuel that they know and trust.”


 

Gatorade Water is now available in stores in the US in 1L bottles at a suggested retail price $2.39-$2.99 and 700ml bottles that feature a sports cap at the suggested retail price of $1.99-$2.69.

As part of the rollout, Gatorade Water has launched a marketing campaign titled “Always in Motion.”

The campaign features world-renowned dancers, choreographers, and producers, Les Twins, Emmy-nominated choreographer and professional dancer Witney Carson, and choreographer and dancer Aliya Janell.

Spots will run throughout the spring, including college basketball in March, the NBA regular season and playoffs, and the WNBA tip-off.

Les Twins (Gatorade)

Witney Carson (Gatorade)

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