Gatorade rebrands for non-athletes

Sixty years after inventing the sports drink category, Gatorade is making its most significant strategic pivot to date.

Parent company PepsiCo announced that the brand will now target a broader audience, including people on long flights or those nursing hangovers.

The move is a response to the growing popularity of specialized hydration products that appeal to a wider demographic than just hardcore athletes.

New advertising campaigns will emphasize the science of hydration for everyday life rather than just on-field performance.