The third quarter brought the sports drink brand's first sales decline since PepsiCo acquired it in the $13 billion Quaker purchase in 2000. The fourth quarter looks better, but the dip was a marketing call to action for the $5 billion brand. In the 2008 marketing plan:
*G2, a new, lighter version of Gatorade aimed at athletes off the field and the yoga crowd. *A version of Gatorade's Propel water with caffeine. *A five-year endorsement deal with golfer Tiger Woods that includes a Gatorade Tiger line. *Pumped-up ad spending leading off with a Super Bowl ad.