Neeraj Chopra will be the new face of energy drink Gatorade in India. PepsiCo India as part of its new marketing strategy has roped in the junior world record holder athlete.
Ace javelin thrower Chopra will join badminton princess PV Sindhu as the brand ambassador for the PepsiCo energy drink brand. The 4th largest brand form Pepsico on the basis of worldwide retail sales, Gatorade is promoted as an energy drink to rejuvenate exhausted athletes. Asian and world junior champion athlete offers the best profile to profess brand’s USP.
In a major switch in its marketing and brand strategy, the soft drink giant has decided to “rope in sources of authority” for brand endorsements instead of going with the celebrities. The decision is also influenced by Pepsi’s former brand icon Virat Kohli declining to endorse the carbonated, aerated, sweetened bottled water as he himself won’t consume the beverage purely for health reasons.
Gatorade is the official sports drink of the AFL, NFL, MLB, NBA, WNBA, USA Basketball, NHL, Association of Volleyball Professionals, US Soccer Federation, Major League Soccer, Indian Super League and other professional and collegiate athletic organizations, providing supplies of the drinks to sponsored teams in some cases.
The beverage was first developed in 1965 by a team of researchers at the University of Florida to replenish the carbohydrates that the school’s student-athletes burned and the combination of water and electrolytes that they lost in sweat during rigorous sports activities.