Wednesday
Jan132010

Gatorade Continues Overhaul, Hires Nike Exec As VP-Brand Marketing

Andrea Fairchild moving from Nike to Gatorade.January 13, 2010: Gatorade has made its second major executive marketing move in the past seven months, naming Andrea Fairchild as its new vp-brand marketing.  Fairchild joins the PepsiCo brand after 10 years at Nike, most recently as the global business development director for the Women's Training division.

Fairchild will relocate to Chicago and officially begin on Jan. 19. She succeeds John Galloway, who left Gatorade last year.

Last June, Gatorade named Jennifer Storms, who had been svp of Turner Sports marketing and programming, as the new svp-sports marketing, replacing Jeff Urban, who resigned that month after 10 years with the company.

The hiring of Fairchild comes as Gatorade is revamping its product lines. Late last year, Gatorade said it had discontinued its Tiger Woods line, Gatorade Tiger Focus, but that the move was to make room for new products in 2010 and not connected to the pro golfer's personal problems. Woods still remains part of Gatorade's marketing roster although the brand has not revealed how and when it would again use him. Figures indicated that Tiger Focus sales were down almost 35% through Q3 2009 versus the previous year. The brand itself was down 14% through Q3.

In her new role, Fairchild will "help guide and implement Gatorade's overall strategic vision beginning with the spring 2010 launch of the G Series, a new line of products "intended to provide fuel, fluid and nutrients before, during and after activity."  Fairchild will also help Gatorade "identify future innovation opportunities that will expand the brand's category-leading portfolio of sports performance solutions as well as lead Gatorade's move into sports performance retail channels."

"Andrea's experience and leadership will help her hit the ground running as Gatorade continues to transform from a sports drink to a sports performance innovation company," Sarah Robb O'Hagan, CMO for Gatorade, said in a statement.  "I'm thrilled to be adding Andrea to our talented roster, and her marketing expertise and knowledge of sports will help the brand as we appeal to a wider range of athletes and active people."

PepsiCo said it plans to spend about $30 million in 2010 on new Gatorade product lines and packaging, in addition to its ad spend, which topped $20 million in 2009, according to TNS Medial Intelligence. Gatorade will not be part of the Super Bowl XLIV TV line up but has plans to support its new lines with multi-tiers of marketing.

"Gatorade is a world-class brand that understands athletes and has a track record of helping them get the most out of their bodies with scientifically formulated solutions," Fairchild said in a statement.  "I look forward to continuing Gatorade's rich history of meeting athlete needs, and I'm equally excited to help Gatorade find new ways to connect with the next generation of athletes."

Gatorade Hires Jennifer Storms From Turner Sports As New SVP-Sports Marketing

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