Propel is re-positioning itself as Propel Zero, adage.com reports. The Pepsi-owned mark that was previously part of Gatorade lineup targeting athletes, is now turning into a brand for successful, energetic and proactive people who are particular about their health. To learn more about the new face of Propel, please visit its website at www.propelzero.com. 

Image: www.propelzero.com

Cindy Crawford has been chosen as the face of the renewed brand. The first TV advert featuring the supermodel and her family debuted on American TV on March 21.

Esperanza Teasdale, director-marketing Propel, emphasized that though the brand hasn’t attained significant popularity recently, Propel team is determined to attract more attention by appealing to a wider audience, not just athletes. According to  her, everyday active life led by Cindy Crawford is a perfect illustration of the brand’s identity.

Mrs. Teasdale said, «We were the original enhanced water, positioned toward a competitive athlete in an intense sport. But as the category evolved, so did our consumers. They’re using us way more than just in the gym. We’re trying to show consumers that we hear them.»

By switching to zero calorie offering, PepsiCo team has chosen the proven path to success. The brand’s competitors such as Coca-Cola-owned Vitaminwater Zero and PepsiCo’s SoBE Lifewater have seen fantastic growth in popularity and sales.

Also, to reach the consumers, Propel is increasing its ad investment that is now going to count in tens of millions American dollars. In 2010, the brand spent just USD 330,000 on advertising.

The new campaign taglined ‘Get More from Your Zero’ has been developed by Goodby, Silverstein & Partners, San Francisco and includes 2 30- and 15-second TV spots, as well as plethora of printed, online, outdoor and point-of-sale advertising and sampling program.