Consumer
Gatorade Enlists Kendrick Lamar to Help Keep Its Sports Drink Lead
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Rapper Kendrick Lamar will headline one of the biggest marketing campaigns ever for Gatorade, as owner PepsiCo Inc. looks to defend its lead in the increasingly competitive sports drink category.
The campaign, set to be announced Friday, features the Grammy- and Pulitzer Prize-winning artist and an assortment of Gatorade athletes such as Caitlin Clark, Luka Doncic, Jayson Tatum, A’ja Wilson and Shedeur Sanders. Ads will debut during the National Basketball Association playoffs this weekend, with more marketing being prepared for sporting events like Major League Baseball’s All-Star game and the National Football League’s draft.