Gatorade looks beyond the Olympics

Shanghai - Gatorade has rolled out a new TV spot this summer across China to highlight doing sports should go beyond 2008 targeting young people.

Unlike previous campaigns where Gatorade endorses professional athletes such as international or local sports stars, the DDB Shanghai developed TVC features ordinary Chinese who play sports as a social activity, to stay fit or challenge themselves.

While 2008 maybe the Olympic year, Gatorade's campaign emphasise "Sports beyond 2008".

Rebecca Preston, VP for Non carbonated Beverage for PepsiCo China said the campaign aims to resonate with Chinese Youth and anyone who is active, anything from dancing, to jumping , to cycling around and that Gatorade allows them to play stronger and longer.

MindShare handles media buying and planning for this campaign.