GATORADE'S G-SERIES FIT RUNS EMPTY

摘要

Even ads featuring Olympic swimmer Ryan Lochte couldn't save the G-Series, a trio of pre-, during, and post-workout energy drinks (plus gels). Gatorade was trying to attract noncom-petitive older fitness buffs, but all the choices proved confusing. The PepsiCo subsidiary-which controls nearly 75% of the sports drink market-may have overestimated its target, says Jack Russo, an analyst at Edward Jones. Morgan Flatley, a marketing VP at Gatorade, says the company is reengineering a substitute for 2014.