Gatorade set to put UK spin on 'Replay' campaign

By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Tuesday, 27 September 2011 08:30AM

Gatorade, the PepsiCo-owned sports drink, is planning to bring its 'Replay' campaign to the UK in an attempt to increase its 2% market share.

Gatorade

Gatorade

In the US, the campaign gives consumers the chance to replay a sports match from their youth that was left without a clear winner.

Morgan Flatley, senior director of consumer engagement at Gatorade US, said she was 'very keen' to see the UK take up the 'Replay' ad format as a means of growing sales.

She added that a new range of Gatorade products will launch in the UK in the next six months, with a campaign planned for after the London 2012 Olympics.

A PepsiCo spokeswoman said: 'There are no current plans to bring the campaign to the UK.'

This article was first published on marketingmagazine.co.uk

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