MUMBAI: Following on from its brand refresh G campaign last year, energy drinks company Gatorade is staking out new ground by delivering a broader product line titled G Series.

 

Scientists from the Gatorade Sports Science Institute worked with some of the world's greatest athletes to create the G Series, a new line of sports performance products that provide the fluid, fuel, and nutrients athletes need before, during, and after a workout, practice or competition. The G Series debuted on the sidelines of Sunday's Super Bowl XLIV along with redesigned coolers, and the full series of beverages will be available to consumers later this spring.

 

"Every successful brand evolution delivers a one-two punch of image and innovation, and the G Series is a major step on our journey from a sports drink to a sports performance innovation company," said Gatorade chief marketing officer Sarah Robb O'Hagan.

 

According to a company release Gatorade scientists collaborated with a diverse roster of the world's top athletes In developing the G Series. Gatorade solicited feedback from more than 10,000 athletes and a wide array of sports health professionals to ensure the G Series meets and is optimized for athlete needs before, during, and after workouts or competitions, the release further states.

 

Each product of the G Series is designed to meet the distinct performance needs around workout or competition usage – pre (01), during (02), and post (03).