Mar
12
Gatorade Brings Propel Back Into the Family for a Relaunch
Posted in: Uncategorized
Propel is going home again.
The brand helped to create the enhanced water category when it launched in 2002 as part of the Gatorade portfolio. But as the category grew to include powerhouses like Vitaminwater and SoBe Lifewater, PepsiCo pushed Propel into more of a lifestyle space and away from its athletic roots. In 2011, Cindy Crawford starred in a campaign, along with her husband and two kids.
Now, Propel is returning to the Gatorade portfolio, getting a package refresh and being pitched as a workout water for regular exercisers. The brand is working with Fleishman Hillard for PR, while Fathom is leading creative and social efforts.
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