December 29, 2008 14:39 ET

Gatorade® Unleashes New Attitude in Canada

Speaks to Broader Range of Canadian Athletes

TORONTO, ONTARIO--(Marketwire - Dec. 29, 2008) - Similar to what was announced in the US today, PepsiCo Canada, licensee of the Gatorade brand in Canada, is redesigning everything from the sidelines to the shelf to appeal to a broader range of athletes and active people. Headlined by bold new brand identity and packaging, Canada's leading sports drink(i) will continue to deliver the scientifically proven hydration and performance benefits that built the brand.

"Just like in the US, the Canadian Gatorade brand is taking it to the next level like any good athlete should," said Dale Hooper, vice president of marketing for Gatorade in Canada. "Whether Canadians are in it for the win, for the thrill or for better health, if your body is moving, Gatorade sees you as an athlete and we're inviting you into the brand."

This new Gatorade attitude is reflected through a total packaging redesign. For example, the Gatorade Thirst Quencher brand logo will be the letter "G" along with the brand's iconic bolt. For Gatorade, "G" represents the heart, hustle, and soul of athleticism and will become a badge of pride for any Canadian who sweats, no matter where they're active.

In Canada, other Gatorade products (Gatorade® Fierce®, Gatorade Rain®, Gatorade X-Factor®) will also undergo a packaging redesign. The updated packaging will begin rolling out to Canadian stores in 2009. Enhanced formulas are also being evaluated for the Canadian market.

- Gatorade Thirst Quencher: Gatorade is the most thoroughly researched beverage in the world; Rehydrates, Replenishes and Refuels™ in ways water can't.

- Gatorade Fierce Thirst Quencher: It's a taste that's as intense as you are. Perfect for those who demand bold and refreshing flavours along with the proven performance of the most researched sports drink on the planet.

- Gatorade Rain Thirst Quencher: Combining all the benefits of original Thirst Quencher formula with a light, refreshing flavour that finishes clean. Gatorade Rain is the optimal choice for athletes who prefer a light flavour.

- Gatorade X-Factor Thirst Quencher: It's the extra edge in your game and a blend of great flavours that turns up when you need it most.

About Gatorade

The Gatorade portfolio includes the nation's leading sports drink, Gatorade thirst quencher, as well as G2® electrolyte beverage and Propel Fit Water™ vitamin enhanced water. Gatorade is designed to meet the needs of all athletes, no matter where they're active, is backed by more than 40 years of research and is scientifically formulated and athletically proven to quench thirst, replace fluids and electrolytes, and provide carbohydrate energy for athletic performance. G2 is a 30-calorie electrolyte beverage. Propel Fit Water is a lightly flavoured vitamin-enhanced water with just 21 calories per 500 mL bottle, 29 calories per 700 mL bottle and essential vitamins. PepsiCo Canada's overall hydration portfolio includes leadership brands Gatorade and Aquafina. For more information, please visit and

(i)Source: Nielsen, MarketTrack, National All Channels, L52 w/e Oct 25, 2008.

To view the new logo, please visit the following link:


PepsiCo Canada, the authorized user of the Gatorade brand in Canada, is redesigning the Gatorade Thirst Quencher brand logo to become simply the letter "G" along with the brand's iconic bolt. Updated packaging will begin rolling out in Canadian stores in 2009.

Contact Information

  • High Road Communications for Gatorade in Canada
    Ian Buck
    (416) 644-2249