I chose to evaluate Gatorade's new G Series campaign. It consists of three separate products that must each be used at some point during the sporting activity. The first is 01PRIME (Gatorade.com, pictured right), it must be taken 15 minutes before activity and contains components very similar to those of an energy drink. It is rich in B vitamins and electrolytes, it is intended to give a boost of energy just before a training session or competition. The second product is 02PERFORM (Gatorade.com, pictured left), which is their original product that they have been selling for 40 years. It is intended to be consumed during an activity. The only changes are the fancy new name and updated packaging. The third is 03RECOVER (Gatorade.com, photo below), it should be taken after exercise. The product is rich in protein and helps the body recover from exercise. It's comparable to many other post-exercise protein shakes, but it also claims to be the first to actually quench your thirst. The audience that Gatorade is trying to reach are athletes who want to maximize their effectiveness in their given sport. They are also trying to aggressively enter two new markets, energy drinks and post-exercise protein drinks, which they have not thrived in before, using their flagship drink as part of their campaign. This campaign is currently ongoing and has been for most of 2010. The main slogan of the campaign is "The game has evolved." He tries to make the point that as the sport has evolved, Gatorade has done its part to make sure that the way you hydrate has as well. This (http://www.youtube.com/watch?v=nWAjioAfDW0) is one of the first ads I saw for this campaign. It shows older footage of athletes playing with subpar equipment...... middle of paper ...... rkout protein drink companies like Muscle Milk (http://www.tressugar. com/Muscle-Milk, as seen on left) focus on image and physical appearance. Go to the gym so someone can look better at the beach and date more women. Gatorade is trying something new and using its current dominance in the sports drink industry to catapult itself into these new markets. This method seems to be very effective from the start. From what I have observed, being involved in many sporting activities, these new products are appearing more and more frequently. I even tried them myself. It is fascinating to see if performance will actually improve by following the diet proposed by Gatorade. It's still too early to tell if they will be hugely beneficial financially for Gatorade, but they have been decisive, deliberate and clear in their messaging to their consumers..