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Gatorade

Gatorade

Company: PepsiCo Inc.

Brand Value: $4,694 Million

Headquarters: Chicago, IL

Category: Soft drinks

Year formed: 1965

Gatorade makes and markets sports drinks that account for 75 percent of the category's total revenue. Invented by doctors at the University of Florida in the 1960s, its bright orange coolers are fixture at major United States sporting events. Championships are often celebrated by a “Gatorade shower,” in which players surreptitiously dump the icy beverage over a winning coach. Gatorade has successfully innovated in recent years by focusing on the latest trends in exercise. Its G-series of products, for example, supports athletes both before and after workouts. The brand’s audience skews both young and higher income with most customers either athletes in their prime or middle aged and affluent. It has also had a long-standing tradition of aspirational and inspirational messaging, including its most recent “Win from Within” tagline. While parent company PepsiCo does not detail Gatorade’s sales, in its most recent annual report (2016), it described the brand’s growth in volume as in the mid-single digits.

 

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