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Friday, February 1, 2008 | 3:00pm

MARKETING MATTERS: Behind the Scenes of Jeter’s Gatorade G2 Commercial

Posted by Juan

Derek Making that Guap look easy

A couple weeks ago I told you about G2, The new low-calorie lifestyle beverage from the makers of Gatorade, and their teaser marketing campaign. By now you’ve seen the commercial at least once with the feet walking on the cobblestone and the grass growing up under the dress shoes. The teaser commercial doesn’t’ reveal yet who it is but The Nation knows its Jeter and D. Wade. Well here’s a lil clip of the making of the full commercial that will debut during the Superbowl.

As you can see there a lot of attention is paid to making sure the brand is presented to the public exactly how its intended and communicates the message that G2 is a designed to help athletes hydrate when they’re off the field. Gatorade was losing market share to beverages like VitaminWater because of their more practical approach. Gatorade was designed and marketed for athletes while they’re performing. Now its Gatorade on the field/court and G2 away from it.