2. Repositioning the brand NEED TO
REDESIGN
PAGE
Challenging year for Gatorade in 2009
as sales plummeted and brand lost it’s
competitive edge
Issues with Brand:
Legacy brand losing it’s vibrancy & position
on shelf
Communication tactics were not relevant
and heavily reliant on broadcast media
Negative publicity on health risks associated
with energy brands & use of high corn
fructose syrup
Became an older iconic American brand
Challenge became to redefine brand’s
market positioning
Create a refreshed vibrant brand connecting
with today’s youth audiences
3. Overall Goal……………
In launching a grand social media listening center, “Mission
Control” is born from a desire to take the world’s largest
sports brand into a participatory brand
Refresh, redesign & redefine
an iconic American brand
Maintain #1 Market Share & Shelf
Position
4. Redefine the target
• Focused target, concentrate
marketing dollars behind
• A18-24 Youth with sports &
• Original target focused on reaching athletic drive
more mass audiences A18-34 with a • Teens (12+) with a focus on up
heavy focus towards the male demo & coming athletes
• Heavily reliant on TV to broadly • Changing the target made a
cover audiences dramatic shift in their advertising mix
(combination of traditional & heavy
use of social media)
5. Social Media Listening
Today more than ever, social media monitoring has become just
as important as the campaigns that run on social platforms
Listening allows for brands to learn, engage, help & collaborate
with consumers
How it works:
Monitoring is performed on a keyword basis, Gatorade identified
relevant phrases & keywords and developed tools to arrange for
easier digestion & analysis
Typically it’s a three phased approach, collection, processing &
analysis
6. What is “Mission Control”
Designed a “war room” to
monitor, optimize & capture
real time activity regarding
relevant to the
brand, competitors, athletes
& sports related topics
Room contains 7 massive
screens tracking data across
all social media outlets
Leverages online conversations & allows Gatorade to react
faster & more proactively
7. Gatorade’s Wide Scale of Social Media
Footprint
55K 6.1MM Fans
Followers
127K Fans
12MM+ Views across
video’s
10MM+ Video
Views
8. “Win it From Within”
Online & social media chatter revealed key topics of interest amongst
young athletes
Personal
Overall Journey Inspirations & Inner Hard Work &
struggles &
Wins & Losses Drive Performance
challenges
• Leveraging insights, launched the “Win From Within Campaign” preaching endurance,
hard work and celebrating the athlete willing to sweat a littler more
• Spot features • 6 page feature talking
Mass Media famous about how the win
athletes comes from inside, not
seeking just the apparel & gear
TV improvement
Social Media Online Media
•
Brand channel
featuring videos of
high profile players
• Ran contest encouraging young athletes talking about their • Gseries page & High
to share, post, tweet their personal Impact Digital Media to
drive, inspiration &
struggles/challenges & journeys drive awareness
perseverance
9. David Banner video –launch of
Gatorade has evolved campaign
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