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No.8648 2004. 1. 20
Suntory to release “Gatorade Extra”, having signed master franchising contract with PepsiCo Inc. for “Gatorade” brand.
— World’s No.1 share (#1)for isotonic drink ,newly developed for Japanese taste and packaging —
Suntory Ltd. (Head Officee : Osaka, Presidente : Nobutada Saji) and PepsiCo. Inc. (PepsiCo. Inc., Head office : New York, USA., Chairman and CEO : Mr. Steven S Reinemund) agreed for Suntory to acquire master franchising right (marketing, production and sole agency for distribution) in Japan for “Gatorade” brand.
Herewith, Suntory Ltd. is to release “Gatorade Extra” starting from 30th of March, 2004, with newly developed taste and packaging for Japanese market.
PepsiCo acquired “Gatorade” brand in the end of the year of 2000, and has been seeking for the most effective and suitable distribution structure in Japan. On the other hand, Suntory has been seeking for powerful brand for isotonic drinks. As a result, the two companies met their needs each other to agree on the contract.
Suntory Ltd. will pursue proactive marketing activities to expand ”Gatorade” brand in Japanese market through this alliances.
“Gatorade Extra”“Gatorade” is an isotonic drink, which was first developed in University of Florida by Dr. Robert Cade. After performing several tests to University of Florida’s foot ball team, called “Florida Gators”, the team performance progressed remarkably and ended their result to win on the Orange Bowl. Later the drink is named as “Gatorade”, meaning as “Drinks for Gators”. Nowadays, Gatorade is drank all over the world now, proudly sold as many as 480 million cases in the year of 2002 ( in terms of 8 ounces ) , and has been holding number 1 share world wide among isotonic drinks. The new released “Gatorade Extra” possesses newly developed original taste and packaging for Japanese market.
• Contents features
Gatorade is developed to pursuit “Ultimate thirst quencher” and “Effective energy supply”. It has innovative features with fruity and refreshing taste, which restores thirst quickly with sharp and pleasant aftertaste. Also, it absorbs into dehydrated bodies at once. “Gatorade Extra” is official accredited product of Japan Anti-Doping agency(#2).
• Packaging
The newly developed 500ml wide-mouthed PET bottle allows drinkers to gulp at once, and feel its world’s quickest absorbency in the body. Also, ”Gatorade Extra” has completely novel design, which is accentuated with sharpness and sense of speed.
• Promotion
“Gatorade” will be introduced to the market by pursuing active marketing activities, starting from television advertisement, large scale samplings and campaigns events, sponsoring in various sports scene from professional sports, such as J-League and V-League, to regional sports events. These promotional activities are aimed to introduce Gatorade’s world-view to more Japanese customers by exposing Gatorade brand.
#1 CANADEAN The Global Sports & Energy Drinks Report 2002
#2 Japan Anti-Doping agency is an agency established in 2001, which is aimed to manage anti-doping activities in Japan. It actively provides information and guidance relating anti-doping, and also enforces educational activities towards sports related communities.
— Outline of the product information —
• Name of product / Volume / Packaging / Suggested retail price ( not including consumption tax ) “GATORADE EXTRA”
| 2 L PET bottle | 6 bottles | 330 yen |
| 500 ml PET bottle | 24 bottles | 140 yen |
• Release date and sales region
30th of March , 2004 Japan nationwide
