The ads are part of a big rebranding effort for the Gatorade brand that includes a redesigned package and, according to a person familiar with the matter, a Super Bowl commercial. PepsiCo is trying to reach consumers beyond sports nuts to help reverse the brand's weak sales performance. The company is expected to spend roughly $150 million on the ad push, according to the person.
Wall Street Journal
Wednesday, January 7, 2009
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