PepsiCo has shifted Gatorade Digital Marketing Responsibility to TBWA Worldwide

Gatorade Digital Marketing has now been moved to Los Angeles. PepsiCo have shifted the responsibility to its long term creative partner TBWA\Chiat\Day.

Nothing much was elaborated by PepsiCo. Hence the scope regarding this remains unclear. Also the reasons for this move are clearly not known.

One of the reasons might be a differentiated model within the digital space. The company Gatorade had first visited TBWA\CHIAT\DAY in the year 2008 after Pepsi.

Gatorade seems to dominate the sports drink market covering nearly three quarters of that space. Gatorade is estimated to have spent around $133 million on paid media placements in the 2017 and in the year 2018 around $123 million.