Dwyane Wade Helps Gatorade Change the Game 'Off the Court' During NBA All Star Weekend...

Dwyane Wade Helps Gatorade Change the Game 'Off the Court' During NBA All Star
Weekend With Launch of New Commercial for G2
G2, the New Off-the-Field Hydrator from Gatorade, Provides Functional
Lifestyle Option in PepsiCo's Unrivaled Hydration Portfolio

CHICAGO, Feb. 14 /PRNewswire/ -- Building on the momentum of its
Super Bowl XLII G2 ad with Derek Jeter, The Gatorade Company, a division of
PepsiCo (PEP), will debut a new 30-second G2 commercial starring Dwyane Wade
during Friday evening's NBA All Star Rookie Game. Wade, who just renewed a
multi-year deal with the nation's top sports drink company, joins Derek Jeter,
Peyton Manning and Maria Sharapova as athletes who are showcased "off the
field" as part of a comprehensive integrated marketing campaign to support the
launch of G2, a new low-calorie lifestyle beverage. It's the latest in
beverage news from PepsiCo's unrivaled hydration portfolio.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080214/AQTH116-a)
(Photo: http://www.newscom.com/cgi-bin/prnh/20080214/AQTH116-b)
Similar to the Jeter spot for G2 that debuted in the Super Bowl, the Wade
ad uses special effects to reinforce the G2 product proposition -- an athlete
is an athlete 24/7. In the ad, as Wade walks in street clothes in an urban
environment, the pavement begins to transform into the boards of a basketball
court to communicate that athletes often think about the game even when
they're off the field of play. The new spot plays off a G2 teaser campaign
that showed just the legs and feet of an athlete walking with a sneak preview
of the off-the-field visual technique.
"This ad has a really cool vibe and shows how I'm always thinking about
the game, wherever I go. It shows how being an athlete is a lifestyle,
because every decision you make can affect how you play," said Dwyane Wade,
five-time NBA All Star guard for the Miami Heat. "I'm always looking to be
the best player on the court. Drinking Gatorade while I'm playing and G2 in
between games helps me perform at my best."
For decades, Gatorade has hydrated and fueled athletes on the field and
now G2 will help keep athletes hydrated when they are off the field. G2 is
available in Fruit Punch, Orange and Grape.
Dwyane Wade has had a relationship with Gatorade since 2005 and recently
renewed this partnership through a multiple-year extension. Wade has starred
in numerous commercials for the brand including solo spots for Gatorade Thirst
Quencher as well as serving as a key face of The Gatorade Company's new G2
drink.
"Dwyane's unique style and personality off the court combined with his on
the court talent make him an ideal partner for The Gatorade Company," said
Jeff Urban, senior vice president of Gatorade. "His approach to life and the
game itself are a perfect fit for showcasing the benefits of Gatorade as well
as G2."
G2 is supported by the largest integrated marketing campaign since the
launch of the company's Propel Fit Water in 2002. Additional campaign support
includes television and print advertising, digital, retail, sampling, and
cause-marketing efforts.
The G2 advertising was produced by Element 79 Partners, Chicago.
About G2 and Gatorade
G2 from the makers of Gatorade is a low calorie lifestyle beverage to help
athletes hydrate when they're off the field so they're better prepared for
competition. Research shows that as many as 50 to 70 percent of competitive
athletes arrive at practices or games inadequately hydrated. Dehydration can
have a negative impact on their performance and increase the risk for heat
illness during practices or games especially in the heat. G2 is a low calorie
beverage with electrolytes that help maintain electrolyte balance, encourage
athletes to drink more and help athletes' bodies hold on to fluid. G2 is for
athletes off the field whereas Gatorade Thirst Quencher is a sports drink that
provides the advanced hydration (fluids and electrolytes) and carbohydrate
energy to fuel athletic performance on the field. With the addition of G2,
the Gatorade Company will better meet the hydration needs of athletes on a
24/7 basis. The Gatorade Company is a division of PepsiCo, Inc. The PepsiCo
Hydration Portfolio includes leadership products such as Gatorade Tiger,
Gatorade Thirst Quencher, G2, Propel, SoBe Life Water, Aquafina and Tropicana.
No other beverage company helps quench thirst on more occasions and in more
great-tasting ways. For more information, please visit http://www.drinkg2.com
and http://www.gatorade.com.
About PepsiCo
PepsiCo (NYSE: PEP) is one of the world's largest food and beverage
companies, with 2007 annual revenues of more than $39 billion. The company
employs approximately 185,000 people worldwide, and its products are sold in
approximately 200 countries. Its principal businesses include: Frito-Lay
snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and
Quaker foods. The PepsiCo portfolio includes 17 brands that generate
$1 billion or more each in annual retail sales. PepsiCo's commitment to
sustainable growth, defined as Performance with Purpose, is focused on
generating healthy financial returns while giving back to communities the
company serves. This includes meeting consumer needs for a spectrum of
convenient foods and beverages, reducing the company's impact on the
environment through water, energy and packaging initiatives, and supporting
its employees through a diverse and inclusive culture that recruits and
retains world-class talent. PepsiCo is listed on the Dow Jones North America
Sustainability Index and the Dow Jones World Sustainability Index. For more
information, please visit http://www.pepsico.com.
About Dwyane Wade
Dwyane Wade is one of professional basketball's most successful and
popular players. Since he entered the NBA in 2003, Wade has three-times earned
All-NBA honors. He led the Miami Heat to its first NBA Championship in 2006
and was named the NBA Finals MVP. That year, he was selected as Sports
Illustrated's Athlete of the Year. He holds Heat single-season franchise
records for points, scoring average, field goals made and free throws made.
This season, Wade ranks among the league leaders in points per game. He will
be making his fourth consecutive appearance in the NBA All-Star Game.
SOURCE The Gatorade Company

Josh Holland, +1-312-932-2823, josh.holland@fleishman.com, or Adam Tanielian,
+1-312-751-3531, adam.tanielian@fleishman.com, both for The Gatorade Company