posted 03-21-2008 06:48 PM               

Tiger Woods' Drive Takes Him to the Moon With New Gatorade Tiger

One small step for Tiger Woods' golf game has proven time and again to be a giant leap for the world of sports.

To celebrate Woods' latest leap -- the launch of Gatorade Tiger — PepsiCo's Gatorade brand will take his out of this world golf game to the moon with a comprehensive integrated marketing campaign that includes television and print advertising, digital communications, retail displays, promotions, sampling and cause-related marketing initiatives. The campaign kicks off with a TV spot featuring Woods clad in an astronaut suit and also includes a promotion featuring an "out of this world" prize package to be revealed online in late April. Gatorade Tiger provides advanced hydration to fuel athletic performance and captures the unique qualities of Woods, who currently holds 64 wins on the PGA tour and is arguably the best golfer on the planet.

"I have experienced a lot of amazing moments in my golf career, but Gatorade Tiger is taking me someplace I never imagined with this campaign," said Tiger Woods. "I'm really excited about how this launch has come together because it brings to life that I'm always thinking about taking my game to the next level."

Woods has used Gatorade Thirst Quencher throughout his career and began drinking Gatorade Tiger on course and in his training last December. His signature sports drink is now available nationwide in three new and refreshing flavors inspired and selected by Woods -- Red Drive (Cherry blend), Cool Fusion (Citrus blend) and Quiet Storm (Grape blend). Packaging includes a new 500 ml (16.9 oz) bottle and a 32oz bottle. Gatorade Tiger provides the same carbohydrate energy to fuel muscles as Gatorade Thirst Quencher and contains 25 percent more electrolytes to advance fluid and electrolyte replacement. Decades of scientific research shows that proper hydration helps athletes stay on top of their game, both physically and mentally.

"Tiger Woods is known for revolutionizing the game of golf by introducing an unprecedented level of fitness, training and focus," said Matt Knott, vice president of marketing for Gatorade. "Tiger is always striving to improve and we are excited Gatorade Tiger can help fuel his march toward history while also fueling and inspiring other athletes to elevate their game."

Taking a cue from the advertising campaign, Gatorade Tiger will offer consumers an opportunity to take their game to the next level by participating in online and experiential promotions. Beginning in late April, visitors to gatorade.com can play virtual golf on the moon and enter an online sweepstakes to win one of two "out of this world" grand prizes. Additionally, from late April through May, the "Gatorade Tiger Longest Drive Challenge" will visit five cities across the U. S. — Phoenix, Dallas, Chicago, Miami and New York — to offer consumers an opportunity to test their virtual golf skills. The Gatorade Tiger golf simulator competitions will culminate with a national championship event in New York City in late May where the golfer with the longest drive will win the other grand prize.

As part of PepsiCo's Performance with Purpose commitment to the communities it serves, Gatorade will donate $100,000 to the Tiger Woods Foundation on behalf of fans who register for the online sweepstakes or participate in one of the five "Gatorade Tiger Longest Drive Challenge" events. The Tiger Woods Foundation has reached 10 million young people through character development programs, scholarships, grants, junior golf teams, and the Tiger Woods Learning Center.

Gatorade Tiger is the first product to launch as a result of the recently announced collaboration between Tiger Woods and Gatorade to develop Tiger-inspired sports performance beverages for athletes at all levels. As a first step in the relationship, Tiger underwent sweat analysis testing with the Gatorade Sports Science Institute (GSSI) showcasing his dedication to this collaboration and to improving every aspect of his training and competition. The in-depth scientific testing conducted by scientists from GSSI was designed to shape Woods' own specialized hydration and nutrition strategy. GSSI scientists measured Woods' sweat rate, sweat electrolyte concentration, and fluid and electrolyte balance while outlining his energy needs during a vigorous round of exercise.

Gatorade is a division of PepsiCo, Inc. PepsiCo has the nation's most comprehensive hydration portfolio including leadership brands such as Gatorade Tiger, Gatorade Thirst Quencher, G2, Propel, SoBe Life Water, Aquafina and Tropicana.

The "Gatorade Tiger Moon Shot" ad was produced by Element 79 Partners Chicago.