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GATORADETHE
PLAYBOOK
Andrada Zabava
Caroline Murray
Erin Fuchsen
Katie Jernigan
Lee Banov
Rachel Koehn
PART1
TABLE OF CONTENTS
GATORADETHE
PLAYBOOK
PART1
Brand Overview				 2
Competitor Analysis				 3
Previous Campaigns				 5
Curre...
OVERVIEW
Gatorade began in 1965 when a University of Florida assis-
tant coach asked a group of physicians to determine wh...
3
COMPETITORS
GATORADE
Gatorade competes with a number of beverages on the market for a variety of consumer uses. However,...
TELEVISION MAGAZINE RADIO OUT-OF-HOME
NEWS
NEWSPAPER PUBLIC
RELATIONS
RETAIL
10% off
COUPONS BRANDED
ENTERTAINMENT
4
COMPE...
In the 1990s, Gatorade teamed up with one of the decade’s most prominent athletes: Chicago Bulls player
Michael Jordan. Jo...
The “Is It In You” campaign introduced the concept of colored
sweat to the world. The campaign, created by DDB, largely
fe...
Behind every competitive high school athlete is a mom cheering
them on. The Gatorade “Become” campaign, launched in 2011,
...
The Win from Within Campaign was launched prior to the summer Olympics in 2012. Gatorade sponsored
12 of Team USA’s most s...
9
CAMPAIGN
STRATEGY
GATORADE
BRAND STRATEGY
To integrate digital channels with mass media advertising to create
higher lev...
TARGET
ANALYSIS
GATORADE
OLD TARGET AUDIENCE
Gatorade’s original target audience was competitive athletes ages 13 to 17. C...
11
NEW TARGET AUDIENCE
Inspired Recreational Competitors are former competitive athletes ages 18 to 24. They played a trad...
12
CONSUMER
JOURNEY
GATORADE
13
The Consumer Journey allows Gatorade to better understand the purchasing habits of
Inspired Recreational Competitors. T...
14
CONSUMER JOURNEY
GATORADE
The first step in the consumer journey is when Inspired Recreational
Competitors realize they...
15
Inspired Recreational Competitors often do not decide on a specific
NCB until they are standing in the aisle of the sto...
16
CONSUMER JOURNEY
GATORADE
Now that Inspired Recreational Competitors have purchased their fa-
vorite Gatorade flavor, i...
17
Phase two of consumption occurs after the game, which is when In-
spired Recreational Competitors finish off their Gato...
18
CONSUMER JOURNEY
GATORADE
Inspired Recreational Competitors continue their week as usual, going
to classes and hanging ...
19
Inspired Recreational Competitors enter the loyalty loop, where they
don’t think twice about which NCB to purchase at t...
20
DAY IN THE LIFE
GATORADE
To better understand the consumer journey, we developed an outline of a typical day in
the lif...
21
8:00AM
Jacob’s alarm goes off, and he hits snooze. Nine minutes later, he realizes it’s getting late,
but he checks his...
22
DAY IN THE LIFE
GATORADE
9:00AM
Jacob finds his buddies in their seats near the middle of the room as the professor sta...
23
12:00PM
Once he’s finished with classes for the day, Jacob heads to the student union to grab lunch
with his friends. H...
24
DAY IN THE LIFE
GATORADE
1:30PM
Jacob meets with his marketing group in the library. As he is waiting for the meeting t...
25
3:00PM
Once Jacob and his friends arrive at the rec center, they stretch and choose teams for their
pick-up game of bas...
26
DAY IN THE LIFE
GATORADE
4:45PM
When Jacob gets home, he turns on SportsCenter and flips through the Sports Illustrated...
27
8:00PM
As he eats a pre-game fueling snack, Jacob mixes up a drink to keep him hydrated and help
him perform during pra...
28
DAY IN THE LIFE
GATORADE
10:30PM
Jacob hops in the shower when he gets home. Afterward, he settles in on the couch with...
29
Examining the consumer journey and understanding a day in Jacob’s
life have provided a lens through which to analyze Ga...
Gatorade has powerful presence on grocery store shelves. Ga-
torade is a highly visible product in NCB aisles alongside wa...
31
The Competition
Powerade
Powerade does not use as many in-store marketing tactics as Ga-
torade. In stores, Powerade is...
32
Retail: Key Takeaways
RETAIL ANALYSIS
GATORADE
Gatorade’s current packaging and shelving are effective, but they do
not...
Generally, Gatorade’s competitors are also using print and online
media to share coupons with their customers. However, a ...
34
COUPON ANALYSIS
GATORADE
The Competition
Muscle Milk
Muscle Milk is the only other brand in this competitive set with a...
35
NEWSPAPER ANALYSIS
GATORADE
Target Audience Engagement
- The percentage of Americans who get news from print newspapers...
36
RADIO ANALYSIS
GATORADE
Target Audience Engagement
In 2012, about 92% of Americans 12 and older listened to the radio o...
37
OUT-OF-HOME ANALYSIS
GATORADE
Target Audience Engagement
Out-of-home advertising is an advertising medium with a lot of...
38
Current Campaign
OUT-OF-HOME ANALYSIS
GATORADE
VitaminWater
Each competitor uses out-of-home advertising
differently. V...
Gatorade has had a long and successful history with its television campaigns. Starting with the relatively
short-lived “Th...
Powerade
Powerade’s current TV campaign, which features
the tagline “Power Through,” focuses on mostly,
though not exclusi...
41
engaging with non-traditional athletes more effective than Gatorade. However, focusing on only one en-
dorser in Powera...
42
Gatorade’s current campaign is effective in reaching the target in that it features more amateur athletes
than most pre...
43
MAGAZINE ANALYSIS
GATORADE
Target Audience Engagement
- 93% of 18 to 24 year-olds read magazines.
- Many magazines are ...
44
Current Campaign: Creative
The Benefit Project
Released in September 2013, the Benefit Project consists of a set of thr...
45
The Competition
Powerade
Powerade’s Power Through print campaign features action photos of 2012 Olympic athletes with c...
46
Analysis
Gatorade’s current Win from Within creative is effective for reaching Inspired Recreational Competitors.
Thoug...
Sponsorships
Sponsorships will be evaluated more thoroughly in the branded entertainment section below, but they
are impor...
VitaminWater
Though VitaminWater is not as direct a competitor as Powerade and the
product and market is a little differen...
49
Analysis
Overall Gatorade is using public relations effectively. Gatorade is in a comfortable position in the mar-
ket,...
50
BRANDED
ENTERTAINMENT
ANALYSIS
GATORADE
Current Campaign
Product Placement
As mentioned in the introduction, Gatorade t...
51
The Competition
VitaminWater
VitaminWater’s most notable branded entertainment has
been its repeated appearances in hit...
52
BRANDED
ENTERTAINMENT
ANALYSIS
GATORADE
Analysis
Overall, Gatorade has done a great job with its branded entertainment ...
TOUCH POINT
SUMMMARY
GATORADE
RETAIL
COUPON
NEWSPAPER
RADIO
OUT-OF-HOME
TELEVISION
MAGAZINE
PUBLIC
RELATIONS
BRANDED
ENTER...
54
TOUCH POINT SUMMARY
GATORADE
TELEVISION
MAGAZINE
RADIO
OUT-OF-HOME
NEWS
NEWSPAPER
PUBLIC
RELATIONS
RETAIL
10% off
COUPO...
55
RECOMMENDATIONS
GATORADE
1. Integrate the Win From Within campaign with consistent
messaging across all media.
Gatorade...
56
SOURCES
GATORADE
http://adage.com/article/news/gatorade-s-performance-gear/231858/
http://adflash.eu/wp-content/uploads...
57
http://25.media.tumblr.com/tumblr_m5406w1QJv1qa9o8bo1_1280.png
http://www.madwell.com/work/vitacoco.php
http://www.mark...
Gatorade Brand Project - Team 3 Book-2
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Gatorade Brand Project - Team 3 Book-2

  1. 1. GATORADETHE PLAYBOOK Andrada Zabava Caroline Murray Erin Fuchsen Katie Jernigan Lee Banov Rachel Koehn PART1
  2. 2. TABLE OF CONTENTS GATORADETHE PLAYBOOK PART1 Brand Overview 2 Competitor Analysis 3 Previous Campaigns 5 Current Campaign 8 Campaign Strategy 9 Target Analysis 10 Consumer Journey 12 Day in the Life 20 Touch Point Analyses 29 Recommendations 55 Sources 56
  3. 3. OVERVIEW Gatorade began in 1965 when a University of Florida assis- tant coach asked a group of physicians to determine why his players were suffering from heat exhaustion. The doc- tors discovered that players were losing fluids and electro- lytes through their sweat. After taking their findings to the lab, these doctors and scientists created a new drink that perfectly balanced carbohydrates and electrolytes: Gato- rade. In 1983, Gatorade became the official sports drink of the National Football League, a partnership that still remains today. Gatorade is also the official sports drink of the Na- tional Basketball Association, Professional Golf Associa- tion, Major League Baseball, Association of Volleyball Professionals, Major League Soccer and a multitude of other professional sports organizations around the globe. Gatorade is owned and operated by PepsiCo, which also owns brands including Aquafina, Lipton and Frito-Lay. The Gatorade Sports Science Institute, located in Barrington, Illinois, is the brand’s research and education center dedicated to developments in nutrition and hydration for competi- tive athletes. In Gatorade’s vision statement, the company dedicates its work to “leaving a positive imprint on society.” This imprint that the company strives to deliver is what they call “performance with a purpose.” 2 GATORADE PROJECT OVERVIEW BRAND OVERVIEW The purpose of this report is to examine Gatorade’s current and past traditional media touch point engagement efforts. The current target audience will be identified, and a new target audience will be presented. In order to more completely understand Gatorade’s interaction with this audience, a consumer journey has been created, including a detailed day-in-the-life analysis of the target’s interaction with each traditional media touch point analyzed. Finally, recommendations for im- proving Gatorade’s consumer engagement will be presented.
  4. 4. 3 COMPETITORS GATORADE Gatorade competes with a number of beverages on the market for a variety of consumer uses. However, it has a set of direct competitors in the non-carbonated beverage (NCB) category: Powerade, Propel, Vi- taminWater, Muscle Milk and bottled water. In addition, Gatorade competes indirectly with several other NCBs, including private label sports drinks, energy drinks, all-natural sports drinks, coconut water and juice. This analysis focuses on the traditional media advertising efforts of Powerade, Propel, VitaminWater, Mus- cle Milk and Nestle Pure Life. (Nestle Pure Life is the bottled water brand with the largest share of the market.) The analysis also considers Red Bull and Vita Coco, the market leaders in the energy drink and coconut water markets, respectively. Private label sports drinks and all-natural sports drinks are not ana- lyzed because they did not present significant advertising efforts in traditional touch points. Juice is not considered because the situation analysis identified it as the least threatening competitor based on an industry shift away from its consumption. Manufacturer: Coca-Cola Number of Flavors: 8 Vitamins: B3, B6 and B12 Protein: 0g Sugar: 21g Calories: 80 per serving Tagline: Power Through Manufacturer: PepsiCo Number of Flavors: 9 Vitamins: C and E Protein: 0g Sugar: 0g Calories: 0 per serving Tagline: The Workout Water Manufacturer: Glaceau Number of Flavors: 10 Vitamins: Various (usually A, B or C) Protein: 0g Sugar: 31-32g Calories: 120 per serving Tagline: Make Boring Brilliant Manufacturer: Muscle Milk Number of Flavors: 6 Vitamins: 20 essential vita- mins and minerals Protein: 18-34g Sugar: 2g Calories: 170-340 per serving Tagline: Give Me Strength DIRECT
  5. 5. TELEVISION MAGAZINE RADIO OUT-OF-HOME NEWS NEWSPAPER PUBLIC RELATIONS RETAIL 10% off COUPONS BRANDED ENTERTAINMENT 4 COMPETITORS GATORADE As the market leader for energy drinks, Red Bull currently holds 43 percent of the market. The brand also targets athletes and uses sponsorships to increase public favor of its products. As a result of these similarities, Gatorade can learn from Red Bull’s successful advertising campaigns in tradi- tional media touch points. VitaCoco is the market leader for coconut water, controlling 60 percent of the market. The brand targets health-conscious members of Generation Y rather than athletes specifically, but it is being consumed as a substitute for sports drinks and bottled water. Analyzing the traditional advertis- ing efforts of VitaCoco will help Gatorade answer the industry trend toward healthier beverages. DIRECT INDIRECT Manufacturer: Nestle Number of Flavors: 1 Vitamins: none Protein: 0g Sugar: 0g Calories: 0 per serving TOUCHPOINT DIRECTORY The symbols below will be employed throughout this report to represent the various touch points. The touch points are divided into two categories: mass media and one-to-one. PART 1 PART 2 TWITTER FACEBOOK INSTAGRAM YOUTUBE MOBILE DISPLAY NATIVE EMAIL
  6. 6. In the 1990s, Gatorade teamed up with one of the decade’s most prominent athletes: Chicago Bulls player Michael Jordan. Jordan was the first and, for over a decade, only, celebrity endorser for Gatorade. The “Be Like Mike” campaign became one of the most memorable and effective campaigns in sports marketing. 5 PREVIOUS CAMPAIGNS GATORADE THIRST AIDAgency: Bayer Bess Vanderwarker Gatorade’s “Thirst Aid” campaign launched in the early 1980s, while the sports drink was owned by the Quaker Oats Company. The campaign consisted of two TV spots and two print ads, all focused on Gatorade’s ability to quickly replenish the body with important electrolytes, vitamins, minerals and fluids. Each ad displayed real people participating in physical activities and demon- strated how Gatorade could help improve their performance. The first “Thirst Aid” commercial featured three people: a man pushing a lawn mower, a woman in spin class and a man playing basketball with his kids. Each of these characters was relatable to Gatorade consumers. The commercials featured the “Thirst Aid” jingle and the sound effect “AHH,” emphasizing that Gatorade quenches thirst after physical activity. Also, the tagline “Gatorade is Thirst Aid for that Deep Down Body Thirst” re-emphasized the idea that Gato- rade is the necessary product following physical activities, more so than water. Like the television ads, “Thirst Aid” print ads used relatable, everyday characters playing sports, alluding to the fact that they have participated in a physical activity. Each of the two spots were copy-heavy ads that explained how Gatorade is “Thirst Aid,” feeding off of the emotion in the image. For example, the track athlete ad read, “If your mouth is thirsty, it’s your body talking. It’s saying you need more than water.” This copy conveyed a feeling the audience had experienced and provided a solution to solve this problem. Also, the tagline “Gatorade is Thirst Aid” was written in the font that Band-Aid uses, connecting Gatorade to the idea of recovery consumers felt when using the bandage brand. Gatorade was trying to make the brand synonymous with sports drinks, just like Band-Aid is synonymous with bandages. This campaign only lasted two years because the ad agency Sand, Taylor & Woods Co. accused Quaker of trademark violations in their campaign for Gatorade. The agency said they developed and trademarked the “Thirst Aid” slogan before Gatorade for a line of soda fountain syrups and sports drinks for one of their clients. TOUCH POINTS MAGAZINE AD TELEVISION MAGAZINE BE LIKE MIKEAgency: Bayer Bess Vanderwarker
  7. 7. The “Is It In You” campaign introduced the concept of colored sweat to the world. The campaign, created by DDB, largely featured athletes needing hydration in the middle of compe- tition. Occasionally, though, no athlete was featured. Even in these cases, the design and copy in the ads remained consis- tent. The copy focused on an “it,” which was almost always left unmentioned. This “it” was intentionally vague and the au- dience was left to assume that “it” was Gatorade. The campaign positioned Gatorade as the thing that serious athletes needed for the crunch time boost that would push them to victory. According to a piece by BDN International, “That campaign deliv- 6 PREVIOUS CAMPAIGNS GATORADE The television spots for the “Be Like Mike” campaign featured a catchy jingle written by Bayer Bess Vanderwarker Creative Di- rector Bernie Pitzel after Disney would not allow Gatorade to use one of its songs. The spots featured Michael Jordan play- ing basketball with a group of kids. These ads were targeted toward athletic youth who enjoy watching sports on television. The print, coupon and retail ads for the “Be Like Mike” cam- paign were all fairly similar, with a large photo of Michael Jor- dan drinking Gatorade with the copy reading, “Be Like Mike, Drink Gatorade. It’s All You’re Thirsting For.” Another one of the print ad targeted the audience by conveying that all athletes feel the pres- sure to perform, but it takes a certain something to be able to perform like Michael Jordan. Because of Jordan’s rise to fame during this time, his exclu- sive partnership deal with Gatorade motivated the brand’s youthful audi- ence to purchase the drink. Other components of the “Be Like Mike” cam- paign included branded entertainment in the form of product placement. During this campaign, Jordan was seen on the sidelines with Gatorade tow- els, cups and other branded products. TOUCH POINTS MAGAZINE AD TV SPOT TELEVISION MAGAZINE RADIO PUBLIC RELATIONS RETAIL 10% off COUPONS BRANDED ENTERTAINMENT IS IT IN YOU?Agency: DDB BE LIKE MIKEAgency: Bayer Bass Vanderwarker TV SPOT
  8. 8. Behind every competitive high school athlete is a mom cheering them on. The Gatorade “Become” campaign, launched in 2011, reached out to those moms who are doing more than bringing fruit snacks to soccer practice. It reached out to those moms who experience the emotional intensity of every athletic com- petition with their child. The print ads, which featured visuals of moms cheering alongside visuals of their child engaged in athletic competition, focused on the work it takes from moms for their kids to really compete. The call to action was to “release potential” by providing kids with the electrolytes they need to replenish as they are competing. The campaign featured its own webpage (gatorade.com/moms) with the headline “Fueling Your Athletes’ Futures” and was picked up by several mommy bloggers. Gatorade embraced the coverage from mommy blogs; several bloggers were offered a Brandi Chastain autographed soccer ball to give away to one of their readers through a contest. The campaign also featured a video series about moms’ journeys through sports with their kids, which appeared online. Each video was approximately 5 minutes long. Though some of the ads featured pictures of male athletes, there was a strong emphasis on girls in sports. As part of the campaign, Gatorade partnered with the Women’s Sports Foundation to get moms to take a pledge to “support young athletes on their quest to ‘become.’” For every pledge, Ga- torade donated $1, up to a total of $1 million. The campaign, targeted differently than most other Gatorade campaigns, directly addressed an important person in the purchase cycle: the mom who is actually pick- ing up the Gatorade at the store and putting it in the refrigerator. The message was empowering to both moms and their athletes, especially if their athletes were girls. 7 IS IT IN YOU?Agency: DDB ered the two driving benefits from the Gatorade brand positioning: function- ally, to perform better; and emotionally, to feel like a winner.” The campaign aimed to rebrand Gatorade by introducing a new tagline: “Is it in you?”. Nevertheless, Gatorade continued to align its brand with famous athletes, including Michael Jordan. The campaign was also implemented internationally, and local sports stars were featured in their respective countries’ ads. “Is It In You?” became a well-known tagline, and it is something that many Gatorade con- sumers are likely familiar with. TOUCH POINTS BECOMEAgency: TBWA/Chiat/Day TELEVISION MAGAZINE PUBLIC RELATIONS MAGAZINE AD TOUCH POINTS MAGAZINE PUBLIC RELATIONS MAGAZINE AD
  9. 9. The Win from Within Campaign was launched prior to the summer Olympics in 2012. Gatorade sponsored 12 of Team USA’s most successful athletes. For Gatorade, the Summer Games presented the perfect oppor- tunity to increase brand visibility among the target audience and beyond. However, Gatorade encountered a major problem: the official sponsor of the event was Coca-Cola, and therefore, the official sports drink was Powerade. Additionally, according to the rules presented by the IOC Executive Board, “no competitor, coach, trainer or official who participates in the Olympic Games may allow his person, name, picture or sports per- formances to be used for advertising purposes during the Olympic Games.” Gatorade’s solution was simple: instead of focusing only on the athletes competing in the game, they de- cided to start a conversation with young athletes from around the country and have them share their “Win from Within” stories. Teen athletes were encouraged to become the new voice of Gatorade, and their intense presence on social media allowed them to share whatever they wanted, whenever they wanted. During the two weeks leading up to the Olympic Games, all Gatorade social channels were leveraged to engage in a conversation with the core audience that would last throughout the summer. 12 Gatorade ath- letes were chosen to help seed 12 different missions. Each mission involved one of the pros sharing personal stories of struggle and success. They would then challenge followers to respond with their own accounts on what motivated and inspired them to #WinFromWithin. Throughout the Olympics, the best and most encouraging submissions were re-posted, and ultimately a music video was compiled for Gatorade fans to watch and share.8 CURRENT CAMPAIGN GATORADE WIN FROM WITHINAgency: TBWA/Chiat/Day
  10. 10. 9 CAMPAIGN STRATEGY GATORADE BRAND STRATEGY To integrate digital channels with mass media advertising to create higher levels of consumer engagement and brand strength. CAMPAIGN OBJECTIVE To increase engagement and relatability to the Gatorade brand by facilitating conversation with athletes competing in a wide range of sports and levels of play. WIN FROM WITHINAgency: TBWA/Chiat/Day Gatorade’s digital agency, VML, explained the campaign’s success on their website: “By giving them the plat- form to showcase the instinctual desire of competition that drives athletes, we unlocked a key insight. Teen athletes are peer driven and when you’re in a world of score or be scored on, this audience showed us their desire to win at all costs. We let the voice of the teens speak for the brand. The results showed massive ripple effects.” In July 2013, Gatorade launched an interactive component that invites the target audience to create a cus- tomized Gatorade label. Using their own photos, the target audience can design a label that describes how they “win from within.” While the labels are not utilized for actual Gatorade packaging, they are displayed on the website and can be shared on social media. This component allows the target audience to define what the Win From Within means to them, engaging with Gatorade on a more personal level. Pepsico reported 12,500 custom labels were created within the first three days of the launch. Since the launch of the 2012 campaign, “Win from Within” has transitioned into a brand tagline for Gatorade. The campaign features a mix of professional athlete endorsers like Kevin Durant, Dwyane Wade and Robert Griffin III, and non-professional athletes, including high school kids. The main focus of the campaign is to engage in a conversation with the target audience.
  11. 11. TARGET ANALYSIS GATORADE OLD TARGET AUDIENCE Gatorade’s original target audience was competitive athletes ages 13 to 17. Competition is an important part of their life. As these athletes are competing on the field or court, they feel compelled to win. Competition is an innate need. As a result, endorsements of the brand by professional athletes are compelling for this target. According to Gatorade, this “competitive athlete” description fits 15% of the population. As a sports drink that helps the body recover after any sort of vigorous athletic activity, Gatorade seeks to associate itself with a group that values passionate competition as well as the right nutritional fuel. Competi- tive athletes embody these values on and off the field. Though they are not the end purchasers, competitive athletes have direct input into the final purchase decisions made by their parents. While the original target audience makes sense for the Gatorade brand, the competitive athlete group is not the only group that drinks Gatorade. In addition, since this description only fits 15% of the population, Gato- rade is significantly limiting the number of consumers it can hope to connect with on an emotional level. By targeting athletes who compete at a variety of levels, rather than just at the most competitive ones, Gatorade will be able to more effectively engage with a broader range of athletes that includes 18 to 24 year-olds. 10
  12. 12. 11 NEW TARGET AUDIENCE Inspired Recreational Competitors are former competitive athletes ages 18 to 24. They played a traditional sport or two in high school, but these competitors haven’t considered themselves serious athletes since coming to college. Inspired Recreational Competitors play on a club team, play pick-up games at the rec center and work out occasionally. However, athleticism does not define these competitors. Since they were athletes in high school, Inspired Recreational Competitors can still identify with serious athletes, but they no longer consider themselves a part of that category. They are, however, competitive by nature and love the rush that comes from winning, no matter how large or small the victory. They are “healthy enough;” they are aware of what they should be eating, but a healthy lifestyle doesn’t always mesh with their college lifestyle. Inspired Recreational Competitors are extremely loyal to their school and hometown teams, and they love feeling like they are part of a community of sports enthusiasts. They tend to purchase products based on what their parents always bought for them when they were younger. Inspired Recreational Competitors are very familiar with Gatorade because they drank it as a kid, but they are not devoutly loyal to the brand. They know that Gatorade is supposed to be good for them when they work out, but they do not know the exact science behind the product. Inspired Recreational Competitors
  13. 13. 12 CONSUMER JOURNEY GATORADE
  14. 14. 13 The Consumer Journey allows Gatorade to better understand the purchasing habits of Inspired Recreational Competitors. This process encompasses the Inspired Recreational Competitors’ interaction with the brand from need recognition to brand loyalty. The Consumer Journey highlights the key opportunities for Gatorade to reach Inspired Recreational Competitors via mass and 1:1 touch points. Although it may differ based on individuals or circumstances, the journey can be easily explained in six simple steps.
  15. 15. 14 CONSUMER JOURNEY GATORADE The first step in the consumer journey is when Inspired Recreational Competitors realize they need a drink for their athletic activity, such as an intramural game. They begin their journey by leaving home and heading to a convenience store. Though they have their favorites, they often buy on impulse. Inspired Recreational Competitors are situation- al users; they buy NCBs when they know they will be participating in physical activity. 1. “DRAFT DAY”
  16. 16. 15 Inspired Recreational Competitors often do not decide on a specific NCB until they are standing in the aisle of the store, looking over the options. Thus, this second step in the journey is a highly important part of the process. They need something to keep them hydrated through their competitive athletic activities, but will they choose water, a sports drink or something more natural? They make their choice based on a variety of attributes such as flavor, price and brand recognition. If Gato- rade places its messaging effectively, the brand, which Inspired Recre- ational Competitors are already aware of, will be present in their minds during this stage. 2. “SCOUTING THE PROSPECTS”
  17. 17. 16 CONSUMER JOURNEY GATORADE Now that Inspired Recreational Competitors have purchased their fa- vorite Gatorade flavor, it’s time to hit the field. They sip their Gatorade in between plays to stay hydrated and perform their best during the game. Inspired Recreational Competitors are conscious of the fact that Gatorade will help prevent cramps from physical activity; however, they know that if they drink too much, they will get cramps from the sugar. They bond with their teammates and playfully mock the other team. They don’t finish the entire bottle of Gatorade during the game, however. This is only phase one of consumption. 3. “SHOWTIME”
  18. 18. 17 Phase two of consumption occurs after the game, which is when In- spired Recreational Competitors finish off their Gatorade. After a big win, they chug their Gatorade as they high-five their buddies. They un- derstand the importance of replenishing necessary electrolytes, and they crave a drink that makes them feel refreshed. They recycle the bottle on the way home, and it never sees the inside of their apartment. 4. “HIT THE SHOWERS”
  19. 19. 18 CONSUMER JOURNEY GATORADE Inspired Recreational Competitors continue their week as usual, going to classes and hanging out with friends. They stop at the convenience store a few more times throughout the week for snacks and drinks, and they may or may not take notice of the Gatorade in the refrigera- tor. They know Gatorade is always going to be there, so it will continue to be a part of their consideration set. They continue to be inspired by Gatorade’s advertising because sports and competition are always on their minds. Inspired Recreational Competitors talk with their friends about everything, including class and sports, and their friends have a huge influence on their future purchase decisions. 5. “CHAMPIONS ARE MADE OFF THE COURT”
  20. 20. 19 Inspired Recreational Competitors enter the loyalty loop, where they don’t think twice about which NCB to purchase at the convenience store. Inspired Recreational Competitors view Gatorade as essential to recovery because it replenishes necessary electrolytes and makes them feel refreshed. They skip the consideration phase and immedi- ately choose Gatorade from the refrigerator. They may even buy Ga- torade ahead of time. They bring Gatorade to every game, follow the brand on social media and encourage their buddies to purchase Gato- rade, as well. 6. “ALL-STAR STATUS”
  21. 21. 20 DAY IN THE LIFE GATORADE To better understand the consumer journey, we developed an outline of a typical day in the life of the Inspired Recreational Competitor. This will allow for a better understanding of how the Inspired Recreational Competitor interacts with various mass media and 1:1 touch points. Below is just one example of what an Inspired Recreational Competitor’s day might be like. Inspired Recreational Competitors are diverse, but their motivations are similar. Meet Jacob, a 21-year-old college student who played basketball and ran track in high school. He is now a member of the club rugby team at his university. He lifts weights occa- sionally, runs and plays pick-up basketball regularly. Though sports no longer define who Jacob is as a person, he still identifies with his favorite professional players. He is competi- tive by nature. He takes every opportunity to win because he loves the feeling that comes with defeating an opponent, whoever that opponent may be. Jacob is aware of what he should be eating, but his busy college lifestyle sometimes makes it difficult to eat healthy all the time. Still, he considers himself ‘healthy enough.’ He is an avid fan of his school and hometown teams and keeps up with them via social media. He also reads about his favorite teams on sports websites and watches games whenever he can.
  22. 22. 21 8:00AM Jacob’s alarm goes off, and he hits snooze. Nine minutes later, he realizes it’s getting late, but he checks his phone before getting out of bed anyway. He sees that he got a notifica- tion from Eric on Twitter and scans his feed. He rolls out of bed and does some push-ups and sit-ups before he showers. He throws on a hoodie, grabs a banana and a granola bar, and heads to Econ. TOUCH POINTS TWITTER
  23. 23. 22 DAY IN THE LIFE GATORADE 9:00AM Jacob finds his buddies in their seats near the middle of the room as the professor starts class. About 20 minutes into the lecture on opportunity costs, Jacob decides paying atten- tion to this lecture is not worth the lost opportunity to chat with that cute girl from Man- agement on Facebook. He checks Facebook, ESPN.com and Bleacher Report. In the middle of class, Jacob gets a text from Patrick asking if they’re still on for basketball with the guys at 3 o’clock. He totally forgot, but he responds that he’ll be there. This gives Jacob some much needed motivation to make it through the rest of his classes. During his third class of the morning, Jacob becomes too ravenous to focus on anything, and he starts fantasizing about lunch. TOUCH POINTS FACEBOOK DISPLAY
  24. 24. 23 12:00PM Once he’s finished with classes for the day, Jacob heads to the student union to grab lunch with his friends. He orders a toasted footlong turkey sub with cheese and extra banana peppers, and he refills his reusable bottle at the soda fountain. Over lunch, Jacob and his buddies argue about their 40-yard dash times in high school. As they’re finishing up, some- one hands Jacob a coupon book, and he flips through it on his way to his marketing group project meeting. TOUCH POINTS RETAIL 10% off COUPONS
  25. 25. 24 DAY IN THE LIFE GATORADE 1:30PM Jacob meets with his marketing group in the library. As he is waiting for the meeting to start, he checks his email and scrolls through his Twitter feed. Jacob clicks on an article in a tweet from The New York Times and reads a few more articles until his group shows up. Thankfully, the meeting flies by, and Jacob heads to the rec. On his way, he listens to the Jay-Z Pandora station and browses his Instagram feed. Jacob also stops by the student market to grab a drink. TOUCH POINTS RADIO NEWS NEWSPAPER RETAILTWITTER INSTAGRAMNATIVEEMAIL
  26. 26. 25 3:00PM Once Jacob and his friends arrive at the rec center, they stretch and choose teams for their pick-up game of basketball. He and his friends are competitive but friendly with each other as they play. Jacob steps over to his bag between games to take a few sips of his drink. When he and his friends are done playing, he chugs the rest of it before they head to the bus stop. TOUCH POINTS RETAIL OUT-OF-HOME
  27. 27. 26 DAY IN THE LIFE GATORADE 4:45PM When Jacob gets home, he turns on SportsCenter and flips through the Sports Illustrated he got in the mail. Jacob then scans his Facebook News Feed, clicks on a YouTube link his friend posted and watches it with his roommate. The SportsCenter highlights playing in the background feature a high school football player getting some big award. Jacob and his roommate throw a pizza in the oven for dinner and continue to watch TV while doing homework until rugby practice. TOUCH POINTS TELEVISION MAGAZINE PUBLIC RELATIONS BRANDED ENTERTAINMENT FACEBOOK YOUTUBE
  28. 28. 27 8:00PM As he eats a pre-game fueling snack, Jacob mixes up a drink to keep him hydrated and help him perform during practice. Jacob and his roommate arrive at the practice field and meet up with the rest of their team. They chat, warm up and get ready to play. Jacob loves his club team because they play to win. Even when he’s on the sideline grabbing a quick drink, he stays in the competitive mindset and is always ready to go back in the game. TOUCH POINTS RETAIL
  29. 29. 28 DAY IN THE LIFE GATORADE 10:30PM Jacob hops in the shower when he gets home. Afterward, he settles in on the couch with some chips and salsa, watches Jimmy Fallon with his roommates and Snapchats his bud- dies. When Fallon is over, Jacob gets into bed and scrolls through Twitter and Facebook one last time before falling right to sleep. TOUCH POINTS TELEVISION MOBILE TWITTER FACEBOOK
  30. 30. 29 Examining the consumer journey and understanding a day in Jacob’s life have provided a lens through which to analyze Gatorade’s consum- er engagement in traditional mass media touch points. These analyses will consider past and current Gatorade marketing communications as well as current competitor efforts, and recommendations will be made based on those findings. TOUCH POINT ANALYSES GATORADE TELEVISION MAGAZINE RADIO OUT-OF-HOME NEWS NEWSPAPER PUBLIC RELATIONS RETAIL 10% off COUPONS BRANDED ENTERTAINMENT
  31. 31. Gatorade has powerful presence on grocery store shelves. Ga- torade is a highly visible product in NCB aisles alongside water and other sports drinks. The brand dominates the consumer’s vision with its wide variety of colors and flavors. During the summer of 2013, Gatorade launched special edition packaging featuring iconic images in sports history, as well as the opportunity for consumers to design their own custom label on the Gatorade brand website. Though consumer designs were not featured on shelves, Ga-30 RETAIL ANALYSIS GATORADE Target Audience Engagement In-store marketing is defined as the practice of trying to influence consumers’ buying decisions as they shop. It traditionally includes flashy product displays, special promotions at the end of the aisle and atten- tion-grabbing packaging on the shelf. According to the Point Of Purchase Advertising Institute (POPAI), about 76% of purchase decisions are made within the store, and about 1 in 6 of these purchases are made due to a brand’s retail display. This presents a large opportunity for Gatorade because the company can target consumers when they are physically in a store, ready to make a purchase. Gatorade’s G Fit Display in Walgreens For Gatorade, in-store marketing is an important touch point because that is where most of the purchase decisions happen. In 2011, Gatorade partnered with Walgreens to create a display for the launch of the G Fit Series. The display contained the G Fit products, signage that described each of the products and how they complimented each other, and a visual screen that showed workouts customers could try while using the prod- ucts. Gatorade’s G Series Pro at GNC, Whole Foods and Dick’s Sporting Goods Gatorade launched its G Series Pro product line at these spe- cialty stores in 2010. The brand chose to use in-store displays to create a presence in the stores where, according to Bloomberg Businessweek VP Andrea Fairchild, athletes “shop and sweat.” The display was divided into sections for each of the G Series products, illustrating the progression of using the products be- fore, during and after competition. Current Campaigns
  32. 32. 31 The Competition Powerade Powerade does not use as many in-store marketing tactics as Ga- torade. In stores, Powerade is located next to Gatorade on the shelf, but it does not have a dominant presence in the aisle. (take picture at the Grocery stores and pharmacy stores) VitaminWater In 2013, VitaminWater used the product’s packaging as a cou- pon. The Glaceau company, which makes VitaminWater (and is owned by Coca Cola), put a code on the packaging for custom- ers to text to a number for the chance to win concert tickets for Live Nation concerts. Even if consumers did not win concert tick- ets, they would receive $0.75 off their next 20 oz. VitaminWater purchase. However, the company has not continued this type of package coupon. Vita Coco Vita Coco currently places cabana-like endcaps near checkout aisles. This location encourages consumers waiting in the check- out aisle to impulsively purchase the product. Vita Coco also uti- lized retailers’ TV screens for retail advertising during the “Nuts for Life” campaign. Analysis Retail marketing goes beyond the traditional cardboard stand — it is a visual display that entices consumers to purchase while they are shopping in the stores. Currently, Gatorade’s Thirst Quencher series is one of the only product lines that does not have a creative retail dis- play. Usually displayed in large sections on the NCB aisle, Gatorade rarely reaches consumers outside of this location. Gatorade should utilize retail space more creatively, catching the consumer’s eye while they are shopping. For example, VitaminWater’s dual-purpose label allowed the brand to be relevant in the consumer’s life beyond thirst with a coupon. Vita Coco’s in-store video presence was effective because it did not blend in with other advertisements or displays around the store. The brand’s cabana-like coolers are strate- gically placed as an endcap near the checkout aisles, encouraging the unplanned purchases. torade held a contest as part of the campaign in which the creators of the winning designs received a case of Gatorade featuring their custom labels.
  33. 33. 32 Retail: Key Takeaways RETAIL ANALYSIS GATORADE Gatorade’s current packaging and shelving are effective, but they do not extend in-store engagement beyond the NCB aisle. Gatorade should be more creative with retail space to increase im- pulse purchases of the product through endcap displays and other in-store media. COUPON ANALYSIS GATORADE Target Audience Engagement - Half of college students reported using a coupon during a given week. - Nine out of 10 college students reported searching for coupons and deals on their mobile phones. - Mobile coupons are 10 times more likely to be redeemed than traditional coupons. - RetailMeNot is one of the most popular online coupon sites, with 24 million monthly visitors. - 47% of shoppers want retailers to send them a coupon while they’re in-store or nearby. Previous Campaigns Gatorade successfully incorporated coupons into newspaper ads as a part of the Be Like Mike campaign. The success of this promotional effort is likely a result of the higher usage levels of print coupons in the 1990s and the campaign’s young athlete target, who would in- fluence their parents to purchase Gatorade. Current Campaign Gatorade offers a number of coupons for its products in print media and online. Most of these coupons come through the retailer, and some pair Gatorade with other PepsiCo products. The majority of Gato- rade’s current coupons are online; some are printable, and others are redeemable for Internet purchases. These Internet coupons are available directly through retailer websites, as well as through popular online couponing outlets. Currently, Gatorade has approximately 20 retailer-
  34. 34. Generally, Gatorade’s competitors are also using print and online media to share coupons with their customers. However, a few competitors have particularly notable coupon initiatives. Powerade In addition to digital and retailer coupons, Powerade utilizes Pow- eradeRewards.com (part of MyCokeRewards) to regularly offer coupons and other sales promotions. The site offerings include competitions, free coupons, rewards for purchases, and educational infor- mation to consumers. This is a major promotional advantage over Ga- torade because it makes coupons much more accessible by eliminating the search process on the part of the consumer. In addition, the pro- gram is based on frequency of brand purchase, which builds brand loyalty in Powerade con- sumers. Finally, MyPoweradeRewards draws consumers to the Powerade website, a brand- controlled source for information and promo- tions, rather than an external retailer. Nestle Pure Life Nestle Pure Life’s parent brand website, Nestle.com, offers customers an opportunity to provide their email address to receive coupons and other promotions directly from Nestle. In addition, Nestle Pure Life has an ongoing promotion offering direct home delivery to customers for as little as $1 a day. Creating an email list allows Nestle to provide coupons directly to consumers, eliminating the search pro- cess and therefore making their use more likely. The delivery promotion makes Nestle Pure Life readily accessible and affordable for consumers, and the convenience of delivery demonstrates an excel- lence in customer service that boosts the brand’s image in the mind of consumers. 33 specific coupons available on the RetailMeNot website and mo- bile app, in addition to a number of other online couponing sites including Savings.com and TheGroceryGame.com. In addition, Gatorade makes coupons available on its website for special promotions, as was the case with the 2010 launch of the G Series Pro product line. Gatorade’s print coupons are most commonly found in retailer inserts in newspapers, but some retailers also provide in-store coupons at the point of purchase. The Competition
  35. 35. 34 COUPON ANALYSIS GATORADE The Competition Muscle Milk Muscle Milk is the only other brand in this competitive set with a considerable presence on RetailMeNot, the top couponing site. They have approximately 80 coupons available, four times as many as Gatorade. The sheer number of coupons available for Muscle Milk makes a purchase more likely. In addition, provid- ing coupons for a large number of online and brick-and-mortar retailers enables customers to make use of those coupons that are most convenient for them. Otherwise, Gatorade’s competitors’ uses of print and online media to distribute coupons are comparable to Gatorade’s, with the exception of Vita Coco, which has very few coupons available in any media. Except for Powerade and Nestle Pure Life, none of Gatorade’s competitors offer access to coupons on their brand websites. Analysis Gatorade’s choice to market through online and print coupons is an effective way to reach Inspired Recre- ational Competitors, as half of this market is using coupons regularly. However, the target’s engagement with coupons is almost exclusively online or via mobile. Gatorade should continue its emphasis on online couponing efforts, perhaps shifting even more of its coupons online. Gatorade should offer coupons regularly on its brand website, making these deals more accessible to the target and aiding the brand’s goal to increase audience engagement with the brand. Gatorade should also explore the possibility of implementing a rewards program similar to MyPoweradeRewards on its brand website to build brand loyalty. Print efforts should be limited to in-store coupons for consumers to use when purchasing Gatorade as an impulse buy. Inspired Recreational Competitor is not searching for, or encountering, print coupons from other print media, so these efforts are ineffective. Coupon: Key Takeaways Gatorade’s concentration on online coupons is a logical choice. Gatorade should release its own coupons on the brand website, pos- sibly as a part of a brand loyalty rewards program. Gatorade should limit its print coupon efforts to in-store only. 10% off
  36. 36. 35 NEWSPAPER ANALYSIS GATORADE Target Audience Engagement - The percentage of Americans who get news from print newspapers has declined steadily since 1991. - Only 10% of New York Times print subscribers are between the ages of 18 and 24. - 23% of people aged 18 to 24 reported reading a print newspaper in a given day. - 71% of Millennials report accessing digital newspaper content in an average month. - 60% of 18 to 34 year olds using their local newspaper or its website believe it to be trustworthy. Previous Campaigns Gatorade used newspaper advertisements successfully as a part of the Be Like Mike campaign, which ran in the 1990s. The success of this campaign was likely a result of the higher readership levels of newspapers in the 1990s and the campaign’s young athlete target, who would influence their parents to purchase Gatorade. Current Campaign Based the low readership of print newspapers among the 18 to 24 age group, Gatorade’s decision not to advertise in this media is a strategically sound one. Inspired Recreational Competitors are not likely to view print advertisements in newspapers. However, the high percentage of Millennials who reported accessing digital newspaper content presents an opportunity for Gatorade. The brand should consider advertising in newspaper mobile applications or online newspapers, touch points where Inspired Recreational Com- petitors are more likely to be exposed the advertisements. Millennials find newspapers to be trustworthy, so advertising in this media will reinforce Gatorade’s credibility as a brand. Neither Gatorade nor any of its competitors is currently running newspaper advertisements. Analysis Newspaper: Key Takeaways Gatorade’s decision not to advertise in print newspapers is logical. Large numbers of Millennials who read digital newspaper content present an opportunity for Gatorade to engage with Inspired Recre- ational Competitors. NEWS
  37. 37. 36 RADIO ANALYSIS GATORADE Target Audience Engagement In 2012, about 92% of Americans 12 and older listened to the radio on a weekly basis. This number has remained virtually the same from the decade before. However, this number doesn’t just come from the traditional radio channels, but also from online and mobile device applications. Online streaming radio is becoming a more popular method of using radio, as it is a better fit to many lifestyles, including those of 18 to 24 year olds. Clear Channel says that online streaming has boosted its listenership by 16%, while CBS Radio reports that online streaming accounts for about 8 to 10% of its weekly audience. Also, about 17% of cell phone users stream online radio from their devices through their car stereos. This number has increased from 2011, when it was only 11% and from 2010 when it was 6%. Pew Research’ s 2013 annual report says the 18 to 24 year-old market is more willing to listen to and watch advertisements if it means they can stream and listen to media and apps for free. Two of the most popular channels for online radio streaming are Pandora and Spotify, both of which pres- ent substantial markets for advertisers. In March 2014, listener hours for Pandora were 1.71 billion, up 14% from the previous year. In addition, Spotify has over 24 million active users. Current Campaign Currently, neither Gatorade nor its competitors have a strong presence in radio. However, there is still large potential to reach the target through this medium. As research shows, radio still has a presence in the 18 to 24 year old market. However, this presence is predominantly in online streaming radio outlets such as Pandora and Spotify, so Gatorade should consider radio advertising in these media. As stated in the research above, though the market may not be listening to traditional radio as heavily, radio is still an important part of their day-to-day lives. The target market uses the radio as they walk to the convenience store and drive to their athletic activity, making it a key opportunity for Gatorade to interact with them at important points in the consumer journey. There are not currently any radio ads by Gatorade or any of its competitors. Analysis Radio: Key Takeaway Gatorade should advertise on digital radio channels such as Spotify and Pandora to reach Inspired Recreational Competitors.
  38. 38. 37 OUT-OF-HOME ANALYSIS GATORADE Target Audience Engagement Out-of-home advertising is an advertising medium with a lot of potential due to its ability to target geo- graphically at a relatively low cost per person reached. According to an Arbitron study from 2013, the vast majority of adults in the United States are exposed to out-of-home advertising each month, and approximately 9 in 10 Americans older than 18 have traveled the roads or rails in the past month, whether in a personal vehicle or on public transportation. Moreover, out-of-home media viewership is very high, since 75% of total US adults have noticed adver- tising on static billboards, digital billboards, sides of public buses, bus shelters, taxi cabs, commuter rails, subways or any street level advertising such as kiosks or newspaper stands in the past month. The same Arbitron study states that the potential amount of time spent with out-of-home media is sig- nificant. The average time those surveyed spent traveling exceeded 20 hours per week. The most viewed out-of-home media are billboards, as approximately 65% of the adults traveling had seen a billboard ad in the past month. In addition, engagement with billboards is high. Nearly half of the people who noticed billboards processed the information presented on it. Purchasing decisions are often made away from home, so out-of-home ads have a great potential to moti- vate action. Over 65% of travelers make their purchasing decisions somewhere outside of their home over the course of a typical week. Previous Campaigns Gatorade billboards from previous campaigns feature mostly copy that represents the tagline of the cam- paign, such as “Be Tough” or “Bring it.” Other out-of-home ads highlight the Gatorade logo on a strong colored background. The outdoor advertisements were placed on buildings in big cities, and the ads did not leverage other form of out-of-home mediums, such as transit advertising.
  39. 39. 38 Current Campaign OUT-OF-HOME ANALYSIS GATORADE VitaminWater Each competitor uses out-of-home advertising differently. VitaminWater leverages this medi- um the most, relying on billboards and street advertising (bus shelter ads and subway ads) specifically. Their latest campaign, “Make Boring Brilliant,” takes advantage of the immense potential outdoor advertising has when combined with digital and social media. The campaign included YouTube videos and interactive subway ads that were placed in some of the busiest New York City stations. The ads use #makeboringbrilliant mentioned earlier in the copy, and, like other VitaminWater touch points, encourage consumers to share their boring experi- ences. By leveraging disruptive out-of-home advertising, the brand created an incredible interactive experience for consumers and potential consumers, as well as increased its visibility among the target audience. The Competition The Win from Within billboard features a more creative design than previous billboards. While past out-of-home ads featured a simplistic design centered around a Gatorade bottle, the current ad takes a more innovative approach by presenting the equation of success that will allow athletes to “Win from Within.” Out-of-home advertising doesn’t seem to be a medium that Gatorade has explored intensively. Focusing mostly on billboards, the current Win from Within campaign doesn’t seem to significantly differ from pre- vious campaigns when it comes to out-of-home ads. However, there is an immense potential in integrating out-of-home advertising with digital media. Studies state that with the rise of smartphones, out-of-home advertising is evolving from a standalone medium to an entry portal to brands’ digital and mobile programs. At its simplest level, it can be a QR code, URL or hashtag at the bottom of a billboard. More creatively, it may take the form of augmented reality, digital imaging or other tactics to enhance an outdoor message. Increasingly, out-of-home and mobile are work- ing synergistically, giving brands a chance to boost engagement through couponing, discounts and entertainment, while more accurately measuring campaign impact. Analysis
  40. 40. Gatorade has had a long and successful history with its television campaigns. Starting with the relatively short-lived “Thirst Aid” campaign in the early 1980s, Gatorade positioned itself as a necessary product for during and after physical activity. Its sponsorship of NBA superstar Michael Jordan in the 1990s led to the “Be Like Mike” campaign, which ran for nearly a decade. In the late 90s and early 2000s, Gatorade intro- duced the concept of colored sweat to the world with its “Is It In You?” campaign, which featured Jordan and other athlete endorsers, along with non-professional athletes, needing hydration in the middle of in- tense competition. The campaign went international, and local sports stars were featured in their respec- tive countries. Inspired Recreational Competitors grew up seeing “Is It In You?” commercials, and the tagline is likely still something they associate with Gatorade. 39 Gatorade’s latest campaigns have explored digital media and interactive advertising that increased con- sumer engagement and achieved successful results. Gatorade should move the interactivity into the out- door medium as well and better leverage the advantages this medium has. Out-of-Home: Key Takeaways A large number of Millennials are exposed to out-of-home advertise- ments every day, offering a good opportunity for Gatorade to en- gage with Inspired Recreational Competitors. Gatorade can explore the potential out-of-home advertising has when combined with digital media and other interactive tools. TELEVISION ANALYSIS GATORADE Target Audience Engagement - Nielsen’s most recent study indicates that Americans aged 18 to 24 watched a weekly average of about 22.5 hours during the fourth quarter of 2013. - In 2012, 72% of teens and 70% of young adults aged 18 to 24 were watching more or the same amount of television as in 2011. - Consumers say TV is where they are the most likely to learn about products they want to buy and where they preferred to learn about new products. - Consumers voted TV most influential for purchase decisions by 78%, more than newspapers, radio, mag- azines and Internet combined. 74% of the viewing public says TV commercials are a fair price to pay for being able to watch TV. Previous Campaigns
  41. 41. Powerade Powerade’s current TV campaign, which features the tagline “Power Through,” focuses on mostly, though not exclusively, non-professional athletes. The spots often feature athletes who are under- dogs — people who are seen as too small, too slow or who might be overlooked. The TV ads feature a mix of traditional sports like basketball and foot- ball alongside sports that are not often featured in commercials such as wrestling, hockey and soccer. Additionally, NBA superstar LeBron James is an endorser for Powerade and has his own series of “Judge James” ads that are unified around the #playsmarter hashtag. Most of these ads are only found on Pow- erade’s YouTube channel, but some spots from the campaign also appear on television. Powerade’s competitive advantage in TV is the diversity of the athletes featured. The brand is40 Gatorade’s Win From Within TV spots feature a mix of pro- fessional athlete endorsers like Kevin Durant, Dwyane Wade and Robert Griffin III, and non-professional athletes, including high school kids. No matter who’s featured in the spots, the idea in the ads is the same: the process of win- ning starts with putting in hard work, and Gatorade gives athletes the energy and hydration to do that. Although some of the TV ads in the campaign focus sole- ly on the Gatorade Thirst Quencher drink, many of the spots promote the entire product line: the Prime pre- workout energy chews, the Perform thirst quencher drink and the Recover post-workout protein drink. One spot features athletes pushing for one more rep in the weight room, one more rep on the practice field and, ul- timately, one more win. The spot ends with a shot of the bottle and the Win From Within tagline. A similar spot features people playing different sports, competing for one more shot or one more crossover, ending again with a shot of the bottle and the Win From Within tagline. Spots air mostly during sporting events and on networks like ESPN where sports coverage is the focus, but can also be seen on major networks like Fox and ABC Family. Current Campaign TELEVISION ANALYSIS GATORADE The Competition
  42. 42. 41 engaging with non-traditional athletes more effective than Gatorade. However, focusing on only one en- dorser in Powerade TV ads limits the brand’s appeal, as Inspired Recreational Competitors who are not LeBron James fans or do not follow basketball at all will not be reached. Propel Propel, which is also a Gatorade product, does not run many ads on television as part of its current strat- egy. Its few TV ads feature young and fit looking people dancing, stretching and jogging. The ads focus on the fact that Propel has zero calories and zero artificial flavors or colors, and the ads position Propel as “the workout water.” Propel markets itself as an “enhanced water” beverage. While Gatorade’s ads are more intense and show people sweating and in the middle of competition, Pro- pel’s ads are lighter and focus on non-competitive athletic activities. The relaxed tone of these ads will not appeal to the competitive nature of Inspired Recreational Competitors, so these ads are not effective for the target audience. However, the emphasis on the nutritional value of Propel may garner some attention from Inspired Recreational Competitors, as they are health-conscious. Nestle Pure Life Bottled Water Nestle Pure Life Bottled Water takes aim at sports drinks like Gatorade in its current Hydration Movement campaign. The ads encourage people to join the so-called hydration move- ment by drinking more water. One spot highlights the health benefits of replacing “sugared beverages” like sports drinks and sodas with water. Another features a coach offering her youth soccer players a sports drink, telling them to drink it to help them replace the water they’ve lost during the game. One of her players asks her, “If we’re losing water, why don’t we just drink water?” The ad goes on to state that “nothing hydrates better than water,” which is another shot at sports drinks. Nestle Pure Life Water is the only competitor to directly attack sports drinks, a category in which Gatorade is by far the market leader. The Pure Life ads seem to target moms more than the athletes themselves, however. Since our target audience’s drinks aren’t purchased by their moms anymore, these ads are less likely to impact them directly. VitaminWater VitaminWater’s current TV campaign highlights PR stunts that VitaminWater has done as part of the larger “Make Bor- ing Brilliant” campaign. The ads show real people in boring situations that get made more exciting thanks to a Vitamin- Water sponsored event of some kind. In one spot, passen- gers stuck on a delayed flight were treated to a concert from rapper B.o.B while they waited on the tarmac. At the end of the ads, VitaminWater prompts viewers to “tweet what’s boring — we’ll make it brilliant.”
  43. 43. 42 Gatorade’s current campaign is effective in reaching the target in that it features more amateur athletes than most previous campaigns. Both of the commercials mentioned in the current campaign section do an especially good job of focusing on non-professional athletes. Powerade’s spots still do better than Ga- torade in featuring sports and athletes not traditionally shown in advertising, but Gatorade’s continuing control of the market indicates that this is not a huge concern. One potential issue with the new campaign is that the Win From Within tagline is typically only shown briefly at the end, so the idea that this campaign is distinct from “Is It In You?” may not fully resonate with viewers. In fact, the Heritage ad featuring the creator of Gatorade that was used to in the launch of the Win From Within campaign had previously been used for the “Is It In You?” campaign; the only noticeable change was “Win From Within” text shown at the end. Analysis TELEVISION ANALYSIS GATORADE Red Bull Red Bull targets the extreme sports market with its commer- cials. The ads feature people doing adventurous things like BASE jumping, cliff diving and motocross. Additionally, DJs and musicians are shown on stage during concerts in several ads. The wide variety of people and activities shown in the commercials highlights the culture around the drink, which the company has termed “The World of Red Bull.” After Red Bull sponsored daredevil Felix Baumgartner’s October 2012 BASE jump from the edge of space, most Red Bull ads began prominently featuring footage of the leap. The tagline “Red Bull Gives You Wings” has carried over from previous campaigns. VitaminWater and Red Bull position themselves more as lifestyle drinks than performance drinks, so peo- ple would use them differently than they would use Gatorade. The Competition Television: Key Takeaways Gatorade’s current campaign is effective in that it features more ama- teur athletes than most previous campaigns. The Win From Within tagline is typically only shown briefly at the end, so the idea that this campaign is distinct from “Is It In You?” may not fully resonate with viewers.
  44. 44. 43 MAGAZINE ANALYSIS GATORADE Target Audience Engagement - 93% of 18 to 24 year-olds read magazines. - Many magazines are more than twice as likely to be read by 18 to 24 year-olds than by adults in other age groups. - 71% of Millennials say they enjoy reading print magazines even though they know they could find most of the same information online. - Almost half of Millennials who identify as avid magazine readers say it’s important for a magazine to have a Facebook page, and 26% say a Twitter account is important as well. Current Campaign: Placement Gatorade is currently running Win from Within print advertisements in Sports Illustrated and ESPN The Magazine. Sports Illustrated Median Age: 42 Gender Breakdown: 80% male, 20% female Content: “Sports Illustrated’s journalism provides a deeper, richer understanding of sport – moderating the national sports conversation through trusted, authen- tic, agenda-free reporting and emotional storytelling combined with the highest- level photography and design. Reach nearly 20 million loyal and engaged readers as they are immersed in the Sports Illustrated experience each week.” - Sports Illustrated website ESPN The Magazine Median Age: 34 Gender Breakdown: 80% male, 20% female Content: “ESPN The Magazine delivers insight and analysis from the best writ- ers in the industry: Buster Olney, Mel Kiper Jr. and more. Each issue contains stunning photos and in-depth features you won’t find anywhere else.” -ESPN The Magazine website
  45. 45. 44 Current Campaign: Creative The Benefit Project Released in September 2013, the Benefit Project consists of a set of three print ads that visually depict Ga- torade’s ability to fuel athletes from within. The ads feature Usain Bolt, Cam Newton and Derek Jeter. The only color in each ad comes from the Gatorade products themselves and the movement of the products through the athletes’ bodies. The copy on each ad revolves around the product’s benefits for the athlete. The Benefit Project ran in ESPN The Magazine. Win from Within A series of six consecutive print ads ran in Sports Illustrated at the beginning of the Win from Within campaign in January 2012 with the following copy against an orange background: Page 1: Here you’d normally see an ad for the newest apparel that wicks away your sweat. Page 2: On this page you’d likely read about how the latest carbon-fiber racket gives you the advantage. Page 3: Here you’d typically see an ad featuring the newest zero-weight shoes to elevate your game. Page 4: Those alone won’t do it. It’s up to you. And what’s inside you. Page 5: #winfromwithin Page 6: Gatorade logo The ads introduce the Win from Within campaign idea: Gatorade fuels ath- letes to give them the edge they need, so their victories come from what they put in their bodies rather than what they put on their bodies. Gatorade also runs congratulatory magazine ads in Sports Illustrated for its athlete endorsers following major competitive events or accomplishments. These ads promote the idea that these Gatorade- fueled athletes are successful, while further reinforcing Gatorade’s positioning as a sports drink for the most competitive, hard-working athletes. MAGAZINE ANALYSIS GATORADE
  46. 46. 45 The Competition Powerade Powerade’s Power Through print campaign features action photos of 2012 Olympic athletes with copy about a moment of victory and the tagline “Power Through.” The ads highlight Powerade as a tool to give athletes an edge when they “hit the wall” in an athletic event. The athletes shown in the ads are a mix of male and female competitors in both traditional and non-traditional sports. Powerade’s major advantage with this campaign comes from including female athletes and non-tradition- al sports; doing this widens their potential target audience. However, the campaign takes the same fiercely competitive tone as Gatorade’s ads and uses similar images of athletes engaged in sporting events, which may contribute to brand confusion for consumers. Vita Coco Vita Coco’s current print campaign features tropical images and brightly-colored copy against a white background. The campaign’s purpose is to launch the product as a natural hydration option. One print ad features Vita Coco’s celebrity endorser, Rihanna, and both ads highlight the nutritional benefits of the product — the Rihanna ad encourages consumers to “please hydrate naturally,” while the Sunshine ad touts the drink’s electrolytes. Vita Coco’s advertisements effectively reach 18 to 24 year-olds through the use of a well-chosen celebrity endorser and a fun, vacation-inspired tone. However, the ads do not speak specifically to Inspired Rec- reational Competitors because they do not tie in to athletic activity or competition, but rather to leisure time.
  47. 47. 46 Analysis Gatorade’s current Win from Within creative is effective for reaching Inspired Recreational Competitors. Though it maintains the intense tone that, in some cases, creates distance between the brand and the tar- get, the focus of the print campaigns is clearly on the benefits of Gatorade for an athlete’s body. Though Inspired Recreational Competitors are not competing at the level they once were, they are still competi- tive at heart and desire an edge even in intramural and club sports. Gatorade’s use of professional athletes in the Benefit Project will appeal to its sports fandom to get their attention, and the copy and imagery’s focus on the product’s work inside the body will educate them on how the brand can benefit them. The Win from Within series ads resonate equally with amateur athletes and professional athletes, so the copy- only message will still appeal to Inspired Recreational Competitors. The Endorser Congratulations will also appeal to the target’s sports fandom, increasing positive associations with the Gatorade brand. Despite its effective creative, Gatorade is lacking in its magazine ad placement. The brand currently only runs ads in two sports-only publications with median ages well over 18 to 24 and 80% male readership. As a result, Inspired Recreational Competitors are not being effectively reached with these creative pieces. Gatorade should expand its placement to magazines that aren’t exclusively sports-focused with younger median ages, such as Shape, Women’s Fitness and Men’s Health. In addition, Gatorade should place ads in more female-focused publications, as well. MAGAZINE ANALYSIS GATORADE Magazine: Key Takeaways Gatorade’s current magazine advertisements resonate with Inspired Recreational Competitors. The placement of Gatorade’s Win from Within magazine ads greatly limits their reach. Gatorade should expand its magazine placement to non-sports-fo- cused publications and those with younger median ages.
  48. 48. Sponsorships Sponsorships will be evaluated more thoroughly in the branded entertainment section below, but they are important to mention in terms of public relations. Many of these sponsorships, like “Super Bowl Media Day fueled by Gatorade,” get the Gatorade brand a great deal of media coverage. Gatorade appears in stories about sports its consumers are already reading, further strengthening brand awareness. Campaigns Focused on High School Athletes Gatorade places a large focus on younger athletes in its public rela- tions activities. It has two ongoing campaigns that focus on high school sports: Player of the Year and Beat the Heat. The Player of the Year program recognizes exceptional high school athletes in a variety of sports on both the state and national levels. The Beat the Heat campaign, as the name suggests, promotes staying hydrated in the intense heat of the late summer days when many high school athletes are beginning practices. 47 PUBLIC RELATIONS ANALYSIS GATORADE Previous Campaigns In 1982, Gatorade hired long-time St. Louis Cardinals athletic trainer Gene Gieselmann as their spokes- person. The coverage he garnered as an expert was a turning point for the Gatorade brand, and Gatorade has maintained an fruitful relationship with the media through various public relations efforts ever since. Gatorade and its competitors engage in several public relations activities to strengthen brand awareness and perception. FleishmanHillard is Gatorade’s public relations AOR. Current Campaign
  49. 49. VitaminWater Though VitaminWater is not as direct a competitor as Powerade and the product and market is a little different, Gatorade could learn from Vi- taminWater’s disruptive public relations tactics. Through an integrated approach focused around guerilla marketing, Vitaminwater gains coverage by creating interest in places where their tar- get already spends time. From Twitter to the waiting room in the doctor’s office, Vi- taminWater is interacting with its market wherever they are. When someone tweets using #makeboringbrilliant, Vita- minWater responds. Sometimes it’s with a funny video, and sometimes it’s with a BoB concert. Either way, the real-time responses create real consumer engagement with the brand across different platforms. On top of those interactions with consumers, media have covered the events, furthering the fa- vorable coverage for the VitaminWater brand. Nestle Pure Life Nestle Pure Life has two major traditional public relations initiatives: Drink Up and the Great American Cleanup. Drink Up, an initiative with several supporters headed by the Partnership for a Healthier Amer- ica, encourages Americans to drink more water. Nestle Pure Life en- courages its consumers to “join the movement” by posting pictures of themselves with a bottle of Pure Life with #DrinkH20. The Great American Cleanup is one of Keep America Beautiful’s key projects, and Nestle Pure Life is a national sponsor. The project is the nation’s largest community involvement program, and it involves 3 million volunteers. While these particular initiatives are not necessarily aimed at 18 to 24 year-olds, they are effective in reach- ing Nestle Pure Life’s target market. Pure Life is leveraging all aspects of the brand, from the water itself to the perception that bottles of water are bad for the environment, to create PR messaging that is cohesive and reaches the market. 48 Current Campaign PUBLIC RELATIONS ANALYSIS GATORADE Media Relations Gatorade does not have an online newsroom. No releases or media contacts are available on the website; the “Media” link goes to a generic media email address. However, Gatorade does employ traditional news releases and media pitching as evidenced by media coverage. The Competition
  50. 50. 49 Analysis Overall Gatorade is using public relations effectively. Gatorade is in a comfortable position in the mar- ket, and the current public relations efforts have contributed to the maintenance of that position. But for Gatorade to excel in the market, there should be a shift in the messaging. As Team 2 pointed out, the messaging is too intense for the 18 to 24 year-old market. Creating more tactics that not only leverage Ga- torade’s current strengths but are also interesting, fun and disruptive will strengthen the Gatorade brand by engaging consumers and the media. Stretching beyond traditional sports sponsorships into fun, spon- taneous sports related events with more relaxed messaging will increase Gatorade’s potential reach and engagement. PR: Key Takeaways Public relations tactics throughout the category are largely similar to one another. Gatorade’s current public relations efforts are effective at retaining brand awareness. More casual and disruptive tactics could increase the target’s en- gagement with Gatorade. BRANDED ENTERTAINMENT ANALYSIS GATORADE Target Audience Engagement There are few sporting events or sports movies that don’t feature the Gatorade logo somewhere visible to audiences. The familiar orange branded coolers can be found on the sidelines of a wide variety of sporting events ranging from televised NFL games to 5Ks to sports video games. Gatorade leverages the power of its brand name and image and the familiarity consumers have with it to further enhance the association of the brand with athletics while also strengthening brand recognition and awareness.
  51. 51. 50 BRANDED ENTERTAINMENT ANALYSIS GATORADE Current Campaign Product Placement As mentioned in the introduction, Gatorade takes advantage of sports related entertainment with product placement. From box- office hit “Like Mike” to the ESPN documentary “RGIII: The Will to Win,” Gatorade takes advantage of entertainment media that are reaching an audience that is primed to engage with the brand. Gatorade also has a long-standing relationship with video game company EA Sports. Video game placement is particularly ben- eficial, as a 2010 Nielsen study showed that those exposed to Gatorade in video games spent significantly more on the prod- uct than those who had not been exposed. Sponsorships and Partnerships Gatorade is the official sports drink of the NFL, MLB, NBA and many other major American sports leagues. They have been the official sponsors of the MLB since 1990, and they have had a partnership with the NFL since 1965. In 2003, Gatorade made the move from the dugout to the field when MLB Home Run Derby players were handed bottles of Ga- torade before going into post-hitting interviews, supplement- ing the media exposure the brand was already receiving. Gato- rade also holds the prized “dumping the Gatorade cooler over the coaches’ heads” tradition, which began in 1985. That well- known tradition also brings further exposure to the brand’s name, espe- cially in the time surrounding big sporting events like the Super Bowl. Gatorade also sponsors many other smaller sporting events, such as the Boston Marathon and USA Triathlon. The positive effects of sponsorship on Gatorade’s brand strength are twofold: increased logo visibility and inserting the brand name in media coverage. When Gatorade is the pri- mary sponsor of an athletic event, whether it is local or national, it owns branding by requiring the events to mention either that they are “fueled by Gatorade” or “powered by Gatorade.” For example, this Super Bowl season, Gatorade was the primary sponsor of Media Day, so ev- ery time a media outlet referred to it, the brand was mentioned because it was “Super Bowl Media Day fueled by Gatorade.”
  52. 52. 51 The Competition VitaminWater VitaminWater’s most notable branded entertainment has been its repeated appearances in hit television show Gossip Girl. In season two, there was an entire party on the show that was sponsored by VitaminWater. In season four of the show, there was a “VitaminWater Design Competition” that one of the characters announced. There were pros and cons to this intense and in-your-face product placement. On the one hand, millions of Gossip Girl viewers were forced to take notice of the brand. Hearing the brand name spoken adds a higher level of brand awareness than just watching a character sip from a bottle. Though many avid fans were put off by the product place- ment, this aggressive tactic is an effective way to build brand recognition. Powerade Powerade, one of Gatorade’s biggest competitors, teamed up with college level sports. It became the official drink of the National College Athletic Association in 2010, taking that title from VitaminWater. The brand is heavily featured in all NCAA events, including March Madness. Powerade has taken many signals from Gatorade in sponsorship placement, but it made a smart choice in partnering with college sports. Though Gatorade has con- trol of many professional sports sponsorships, college level sports still have intense fandom and sponsorship of events is an effective tactic. Red Bull Red Bull’s branded entertainment campaigns have been quite successful in the past. The brand focuses a lot of their advertising on product placement. It has been featured in various television programs and movies such as Dexter, Suburgatory and Superbad. The brand also sponsors a variety of sports events and individual competitors. The brand chose to secure a position in the market by appealing to a target that would live the “Red Bull lifestyle.” It strategically planned to team up with athletes of more adrenaline filled sports, such as surfers, snowboarders and race car drivers. Red Bull does an excellent job of meeting their target where they already are. By placing Red Bull in the target’s favorite shows and in their favorite events, Red Bull is creating opportunities for more impactful brand impressions.
  53. 53. 52 BRANDED ENTERTAINMENT ANALYSIS GATORADE Analysis Overall, Gatorade has done a great job with its branded entertainment efforts. With its multitude of prod- uct placement, partnerships and sponsorships, the brand is the clear category leader among sports drinks. Gatorade should continue its product placement efforts in sports movies and video games, which effec- tively depict the brand as essential to sporting events. Gatorade should also continue partnerships with major sports leagues and players, as this appeals to the sports fandom of Inspired Recreational Competi- tors. Branded Ent.: Key Takeaways Gatorade’s current branded entertainment efforts are effective to maintain brand awareness and positive brand image. Competitor efforts in branded entertainment emulate Gatorade’s product placement, sponsorship and partnership model. TWITTER FACEBOOK INSTAGRAM YOUTUBE MOBILE DISPLAY NATIVE EMAIL Gatorade also engages with Inspired Recreational Competitors via digital and 1:1 touch points. Team 4 will discuss these touch points in part 2 of the consumer engagement analysis. CONSUMER ENGAGEMENT PART 2
  54. 54. TOUCH POINT SUMMMARY GATORADE RETAIL COUPON NEWSPAPER RADIO OUT-OF-HOME TELEVISION MAGAZINE PUBLIC RELATIONS BRANDED ENTERTAINMENT GATORADE POWERADE PROPEL VITAMIN WATER NESTLE PURELIFE REDBULL VITACOCO MUSCLE MILK
  55. 55. 54 TOUCH POINT SUMMARY GATORADE TELEVISION MAGAZINE RADIO OUT-OF-HOME NEWS NEWSPAPER PUBLIC RELATIONS RETAIL 10% off COUPONS BRANDED ENTERTAINMENT Gatorade has effective shelf placement in retailers, however the brand is usu- ally confined to the NCB aisle. Since a majority of purchase decisions happen in the store, Gatorade should develop a creative display, such as an endcap, to bring the brand to the top of consum- ers’ minds. Gatorade should continue to place cou- pons primarily online, and the brand should continue to collaborate with retailers for coupon promotions. Ga- torade should place coupons on their brand website in addition to exploring the possibility of developing a rewards program to build brand loyalty. Gatorade’s choice not to advertise in print newspapers is logical. However, Inspired Recreational Competitors are engaging regularly with digital news- papers, so Gatorade should consider advertising in these media outlets. Gatorade should advertise on online streaming radio channels such as Pan- dora and Spotify. These advertisements should be placed on stations that are relevant to Inspired Recreational Com- petitors, such as “Pop and Hip Hop Power Workout” on Pandora. Gatorade’s current outdoor ads focus mainly on billboards. Research shows that Millennials, including Inspired Rec- reational Competitors, are highly en- gaged with mobile and digital media. Gatorade should explore other outdoor media to leverage innovative technolo- gies for more effective advertisements. Gatorade does well with the creative its TV spots; the focus on intensity and competition appeals to Inspired Rec- reational Competitors. However, this audience also has interests outside of sports, so placing advertisements on popular non-sports channels as well would be an effective way to more fre- quently reach the target. Gatorade’s current magazines adver- tisements feature effective creative that will resonate with Inspired Recre- ational Competitors. Gatorade should expand its placement to publications with higher female readerships and non-sports-specific publications such as Shape and Women’s Fitness. Stretching beyond traditional sports sponsorships into fun, spontaneous sports related events with more relaxed messaging will increase Gatorade’s po- tential reach and engagement with In- spired Recreational Competitors. Gatorade does a good job with its branded entertainment. The brand’s logo and products are featured promi- nently at nearly every sporting event and in every sports video game, and its partnerships and sponsorships are effective ways to maintain a positive brand image. Gatorade should contin- ue its current efforts in this touch point.
  56. 56. 55 RECOMMENDATIONS GATORADE 1. Integrate the Win From Within campaign with consistent messaging across all media. Gatorade’s Win from Within messaging across traditional touch points lacks a clear, con- sistent focus. In several instances, the tagline “Win from Within” has been attached to old pieces of creative that do not necessarily fit together or send a consistent message. Since our analysis showed that Gatorade is currently using Win from Within as the overall brand tagline, creating more consistent imagery and tone will allow for more effective brand building. 2. Define Win From WIthin. Based on the initial Win from Within magazine ad, the campaign stems from the idea that Gatorade gives athletes a competitive edge to succeed as a result of what they put in their bodies rather than what they put on their bodies. This concept is one that, if done well, will resonate with athletes of all sports playing at all levels, including Inspired Recre- ational Competitors. It presents an outstanding opportunity to create genuine connec- tions and conversations. However, the current marketing communication efforts do not offer consumers a clear ex- planation of this concept. Despite the repeated presence of the phrase “Win from Within,” it is unclear what the key consumer takeaway should be from the campaign’s messaging. By giving consumers a better understanding of what “Win from Within” really means, Ga- torade will be giving consumers a better opportunity to engage with the brand. 3. Diversify the athletes featured in promotional materials. Team 2’s research found that consumers were engaging with Gatorade’s social media channels at a much higher rate when non-traditional sports were mentioned. However, Gatorade’s mass media messaging continues to focus on traditional ball-and-stick sports. In addition, Gatorade is currently only placing print ads in magazines with overwhelm- ingly male readerships. By catering its media placement toward men in traditional sports, Gatorade is missing an opportunity to reach consumers who crave recognition for their athletic pursuits. Gatorade should expand its focus to a more diverse group of athletes, including women and participants in non-traditional sports.
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