The campaign to promote the new drink, which is designed to ‘help keep athletes hydrated OFF the field’ also features new commercials starring Derek Jeter of MLB’S New York Yankees and Dwyane Wade of the NBA’S Miami Heat.
In late December, Gatorade launched a print and television teaser for the G2 campaign, including two 15-second TV spots that provided a sneak preview of the soon-to-come G2 commercials.
Another element of the G2 launch is a cause-related campaign whereby G2 is committed to raise up to $150,000 for the national network of community organisations, ‘the United Way’.
The G2 advertising was produced by Element 79 Partners, Chicago.
