Tiger Swings for Gatorade | Adweek Tiger Swings for Gatorade | Adweek
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Tiger Swings for Gatorade

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NEW YORK Pro golfer Tiger Woods' athletic prowess has often been described as being "out of this world." Now, Gatorade will literally translate that phrase into a marketing campaign to support the launch of its Gatorade Tiger line.

Gatorade said today it would break a TV spot during the NCAA Men's Division I basketball tournament on CBS this weekend in which Woods, dressed as an astronaut, takes his game to the moon. The spot, "Gatorade Tiger Moon Shot," will be followed by a related sweepstakes promotion, "Out of this world," in April.

Support includes print, Internet and POP. Spend for the campaign was not disclosed. Lead agency is Element 79 Partners, Chicago. Gatorade, Chicago, is a division of PepsiCo.

The TV spot reenacts a real moment in history when in 1971 astronaut Alan B. Shepard, Jr., a member of Apollo 14, stroked a golf ball on the moon an estimated 400 to 600 yards.

The Gatorade extension is now available in three flavors "inspired and selected by" Woods: Red Drive (cherry blend), Cool Fusion (citrus blend) and Quiet Storm (grape blend).

As part of the campaign, consumers beginning in late April can go to www.gatorade.com to play virtual golf on the moon and enter an online sweepstakes to win one of two "out of this world" grand prizes. From late April through May, a "Gatorade Tiger Longest Drive Challenge" tour will visit five cities -- Phoenix, Dallas, Chicago, Miami and New York -- to offer consumers an opportunity to test their virtual golf skills.

"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," Woods said in a statement. "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."