Gatorade Will Get Fierce In ’99

Thirsty for increased consumption of its brand, Gatorade in January will introduce a new flavor sub-brand with its Fierce line that will be positioned as having a bolder taste profile than its mainline brand and 2-year-old Frost line.
The rollout will be supported with national advertising from Foote, Cone & Belding, Chicago, which handles Gatorade and other brands from Quaker Oats.
Distinguished from its sister brands with bolder graphics and colors, Fierce will debut in lime and melon flavors across all distribution channels and in 20-, 32- and 64-ounce bottles.
While Frost is positioned with a “lighter, crisper” taste, Fierce will be promoted as more intense. Packaging highlights Gatorade’s trademark thunderbolt graphic more powerfully than on Frost.
FCB’s advertising for the line is expected to continue the core brand’s “Is it in you?” tagline. That line was introduced earlier this year as a subtheme to the “Life is a sport. Drink it up” tag, but now is running on its own as the main Gatorade positioning line.
A Gatorade representative said the product scored “tremendously well” with consumers in taste tests and that the brand is intended to drive increased usage rather than borrow from the other two lines.
Frost–which features Glacier Freeze, Whitewater Splash, Alpine Snow and Riptide Rush varieties–grew to be a $140 million business in its first year of sales and has only aired one TV spot in rotation throughout 1998.