Sports drink’s rebranding campaign focuses on athlete celebsBy Tessa Prieto-Valdes
Philippine Daily Inquirer
May is one of my favorite months of the year. Aside from the fact that Mother’s Day is celebrated in May, it is also the birth month of my youngest daughter, Athena.
Today is Athena’s birthday. She was born eight years ago on the very auspicious 05-05-05 date, and she has been our family’s lucky charm and happy pill ever since.
Athena was born when I was already in my 40s, and so I was very careful about my health during my pregnancy with her. I’ve kept up my fitness regimen ever since.
My triathlon world has gotten bigger and my training more intense over time. With all my focus on sports tools and gears, I’ve also gotten to love Gatorade. Hydration is the key to keeping energy and stamina high in all sports and fitness programs, and Gatorade is the best drink for hydration.
Most tested sports drink
Gatorade is the most tested sports drink in history, backed by almost a half-century of science in its quest for athletes to achieve perfection.
Gatorade Philippines recently caught up with its North American cousin when they unveiled the rebranded sports drink at the Gatorade Hoops Center in Mandaluyong City. The launch presented the new “G” logo—a hipper and trendier look which reflected the brand’s hustle and soul.
Modern-day athletes will quickly see the edginess in the new logo as a critical component of their quest for athletic glory.
Like all rebranding efforts, the new look extends across the entire Gatorade product range, plus all marketing materials including digital, outdoor and all other media.
The entire campaign is centered on the G Elite basketball and football stars and the G Rising Stars of collegiate sports.
Michael Rosales, brand manager of Gatorade, told me that the drink “delivers scientifically proven hydration and performance benefits,” and the new logo reinforces this dynamic identity.
More importantly, he introduced me to G Elite basketball stars LA Tenorio and Calvin Abueva, and football celebrities Chieffy Caligdong and the Younghusband brothers James and Phil.
My fave G Elite star, though, is triathlete Ani de Leon-Brown.
Gatorade’s G Elite and G Rising Stars are also sponsored in part by Focus Athletics and Fitness Athletics. A huge Gatorade billboard is displayed inside the Focus Fitness Gym on Chino Roces Avenue in Makati. My friends and I recently visited, drinking a lot of “G” while trying out their new circuit training, called Smash Boot Camp.
Mark and Joy Wood started this new four-week program that tones and strengthens your core to make you a better athlete. Classes are held in Focus Fitness, Makati and Academy One, Alabang Hills. (For more info, call 0916-7291879.)
Rajo Laurel turns 42
With me in the trial session was May birthday boy Rajo Laurel. Although the program was quite challenging, we both survived.
In celebration of his 20th anniversary as a fashion designer and entrepreneur, a fashion gala will be held at the ballroom of the Fairmont & Raffles Hotel in Makati City. “Metrowear Icon: Rajo Laurel 20” will be on May 19, which is also the designer’s 42nd birthday.
Proceeds from the event will go to the social livelihood advocacies of the Lopez Group Foundation, especially to two communities, Halad sa Guimaras, which looks after the victims of the 2006 oil spill, and BayaniJuan, which relocates survivors of Tropical Storm “Ondoy” and settlers from the Pasig River cleanup project. (Tickets are at P5,000 each. Call 0927-7163721 for details.)
Another lovable friend who celebrates her birthday in May is Swatch grand dame Virgie Ramos. She is always part of my many festivities, bringing lots of Swatch goodies and wonderful giveaways.
Always a generous supporter of all our charitable projects, Swatch is also a partner in my new website (www.tessaprietovaldes.com) with the recently concluded Swatch promo. Drop by the Sea Princess site to see the other ongoing promos and freebies.
Party at Vask
We will have a mini-celebration of all the May celebrators at Vask, the latest Spanish tapas restaurant at Bonifacio Global City. The place has three compartments for its clients.
The Dining Room is an authentic pintxos bar serving “pinches” of many types of comfort food. Chef Chele Gonzales has created a food revolution as he infuses authentic Basque cuisine that is complimented with intelligent cocktails.
One of my favorite dishes is the octopus that’s smoked and grilled to perfection. Vask’s extensive wine selection is perfect at The Deck, a 270-degree panorama lounge deck and sculptural garden.
It’s the best place to chill at sunset and even in the wee hours of the morning. The chill-out music is global, sexy and upbeat—in short, very Basque!
The Gallery, the third compartment of Vask is described as “an ever-changing metaspace” and inspired by memory, textures, technique and history. High art gives a temporal and ephemeral experience that is combined with artisanal food concoctions.
The Gallery will soon feature the artistic works of young, talented photographer Francesca Balaguer-Mercado. I am so excited to be part of the exhibit and will share the event details soon.
Vask is at the Global City’s Clipp Center, a building designed by renowned architect Ed Calma. His cousin Carlo Calma created the very interesting interior design and is also part-owner of Vask. (For reservations, call 0920-9185326.)
Mother’s Day present
If you are in search of a Mother’s Day present for next week, head to the Rockwell Tent for the “Make Your Own Havaianas!” affair. It’s the last day to get creative and choose your own unique pair of the world’s favorite flip-flops.
This year, Havaianas proudly introduces its collaboration with Filipino illustrator and Havaianatico Dan Matutina for the first “Make Your Own Havaianas” glow-in-the-dark commemorative pair.
In the ultimate celebration of self-expression, Havaianas will be intensifying this year’s experience by recognizing everyone’s creativity through You + Havaianas. The winning design will become a limited-edition style for the 2014 Havaianas Collection.
Visit www.tessaprietovaldes.com or follow @tessavaldes on Twitter.