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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.
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