Seeking to reach an untapped consumer segment within the growing bottled water market, Gatorade introduced Propel Fitness Water - creating a whole new segment. Not an easy challenge. With daunting new product survival rates, a highly competitive marketplace, and the threat of new enhanced water brands, ensuring Propel launched with the right advertising was critical.

In partnership with our clients, we met the challenge of creating successful advertising through in-depth research, and adhering to new product advertising guideline principles: introductory, breakthrough communication with a simply message and strong brand registration. We developed the awareness-generating “drip” advertising which created a distinct point-of-difference and personality for this new product and category.

Since its national launch in 2002, Propel continues to exceed expectations. The brand achieved what only 1% of new brands do in its first year - attaining over $100M in Year 1 sales. The EFFIE award-winning “drip” advertising had been a key awareness driver in the brand's success. The launch year TV advertising, “Drip,” registered unprecedented Purchase Intent and Likeability vs. new product norms. Continuing the momentum, Year 2 advertising, “Surfaces,” outscored “Drip” on many key metrics. Overall consumers view this new brand and its advertising as motivating, relevant, inclusive, and relatable.

Propel's advertising answers its own question, “What if Gatorade made water?” Success will follow.