Gatorade, Walgreens Find a Good 'Fit'

Walgreens teamed with PepsiCo's Gatorade this spring to help launch the brand's "G Series Fit" line through exclusive promotional activity.The program centered on upfront endcaps carrying push-button video screens, informational panels and flip books that described the new line's products (developed for serious fitness athletes) and their specific uses: "01 Prime" snacks eaten before workouts, "02 Perform" drinks used during workouts, and "03 Recover" smoothie packs taken after workouts. The custom signage introduced the line as "G Series Fit at Walgreens." The drugstore chain was the only retailer named in a press release that Gatorade released in March touting the line's imminent rollout.From April 10-30, the partners offered a free downloadable workout video from Rodale Inc.'s Men's Health and Women's Health with purchase of all three G Series Fit products in a single transaction. Gatorade also dangled a $5 rebate with single-transaction purchase of the three products from April 10-16. The redemption codes and rebate forms were printed at checkout via Catalina Marketing, St. Petersburg, FL.In May, the promotional tack switched to a $5 electronic gift card to Foot Locker with purchase of $10 in G Series Fit or other Gatorade SKUs. Shelf signs on the endcaps were changed out to reflect the new offer, which runs May 1 through Aug. 3. Shoppers redeem by entering checkout codes on a dedicated website dubbed "What Kind of Athlete Are You?" Circular features supported the product launch and subsequent promotions. Gatorade has been providing account-specific promotions to Walgreens for years, gaining endcap placement for efforts that generally involved sports-themed incentive offers driving bulk or repeat purchases. (See Image Gallery.) The current campaign, however, is indicative of the drugstore retailer's more recent endeavors to position itself as a leading destination for health and wellness solutions. The brand partnered in a similar vein with Dick's Sporting Goods for the June 2010 launch of its G Series Pro line, which targets elite athletes. (See "Dick's Sporting Goods Field Report: June 25, 2010" in Related Articles.)

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