Cindy Crawford Teams With Propel® Zero, the Zero-Calorie Enhanced Water That Fuels Active Lives

Mar 28, 2011, 08:00 ET from PepsiCo

PURCHASE, N.Y., March 28, 2011 /PRNewswire/ -- Iconic supermodel Cindy Crawford is taking on a new role as the face of new Propel® Zero, the zero-calorie enhanced water with the great taste perfect for men and women who lead healthy, active lives.


Propel® Zero is making a big splash in 2011 as the brand rolls out its new zero-calorie water with the same great taste consumers know and love. The clear, clean taste of Propel® Zero has absolutely zero calories, no artificial flavors and no heavy sweeteners to weigh your body down. New Propel® Zero is the light and flavorful way for active men and women to replenish (vitamins C & E), energize (B vitamins) and protect (antioxidants) their bodies.

The brand's roll-out involves a multifaceted, integrated campaign that reflects the complete set of benefits that new Propel® Zero delivers for men and women who want to get more out of their active lives. The campaign is titled "Get More From Your Zero" and features a commercial spot that will air across broadcast outlets and digital media, online chats and a social media photo wall with Cindy Crawford, as well as a social media component inviting consumers to share their favorite ways to be active.

Propel® Zero's campaign with Cindy Crawford is one aspect of an extensive nationwide program that includes partnering with Walmart to share 3 million free samples of new Propel® Zero with shoppers from today through April 24, 2011.  

Get More From Your Zero

Cindy Crawford has graced the covers of thousands of fashion magazines worldwide. This week, Propel® Zero debuted the "Get More From Your Zero" commercial, starring Crawford, on broadcast outlets nationwide (including ABC, CBS, NBC, Bravo, E!, TBS, TNT, VH1) and online, including YouTube and the Propel® Zero Facebook page located at®.

"Propel® Zero is all about giving men and women with active lives a simple and healthful way to replenish – with all the benefits and zero calories," said Esperanza Teasdale, Propel® Zero Senior Director of Marketing. "We're thrilled to be working with Cindy Crawford, who embodies the active lifestyle while caring for her family, running several successful businesses, giving back to the community through her charity work, and staying fit. She's a role model who appeals to active women and men alike."

The spot is a look at a day in the life of a supermodel whose active lifestyle mirrors the lives of women and men who want to get the most out of life. In the spot, Cindy keeps going with new Propel® Zero with zero calories.

Crawford notes, "We all live such full, active lives, and I love that Propel® Zero keeps me hydrated, replenished and energized with vitamins, without a single calorie. It's so important to take care of yourself, so that you can get the most out of life."

Propel® Zero to 1000

Crawford also will be helping Propel® Zero to inspire consumers to go from Zero to 1000 in 2011: that's 1000 more minutes of moving – per month, per season, or throughout the year, depending on the level of challenge you're inspired to tackle.

The kick-off for the nationwide Propel® Zero to 1000 program takes place in April when Crawford will host a celebrity dog-walking event in Los Angeles to raise awareness for the benefits of an active lifestyle and raise funds for Much Love, a non-profit organization dedicated to the well-being of animals.

The link to dog lovers and animal welfare is near and dear to the brand and a logical one given the active lifestyles of dog owners. Numerous scientific studies tie dog ownership to increases in physical activity along with better weight management and overall mood. One recent study found that dog owners walked an average of 19 more minutes a week than non-dog owners. Over the course of a year, that equates to almost 1,000 minutes of activity. The New York Times just wrote about the connection between dogs and health on March 14.

About Propel® Zero

Propel® Zero is the zero-calorie, nutrient-enhanced water that replenishes (with Vitamins C, E), energizes (with B Vitamins) and protects (with antioxidants).

Propel® Zero comes in seven ready-to-drink flavors: berry, grape, black cherry, lemon, blueberry pomegranate, kiwi-strawberry and peach. It is also available in powder form with eight flavorful ways to enhance your water on-the-go. For more information about new Propel® Zero, visit Propel®

About PepsiCo

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called "Performance with Purpose." By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, visit: