Case analysis of G Series Fit campaign

1. By: Anna
Seiler and
Brooke
Franceschini

2. Background Information
• Original Gatorade
created in 1965 at
University of Florida
• Soon became the official
drink of the NFL
• Creation of the GSSI led
to partnerships with
many other national
sports franchises

3. Current Campaign
• Client: Gatorade/G Series Fit
• Agencies: Phoenix
Productions, TBWA/Chiat/Day, and PepsiCo

4. Objectives
• To increase awareness of the G Series Fit line
amongst serious athletes instead of lifestyle
drinkers
• To increase sales within the demographic of
18 – 34 year old athletes

5. Competitors
• Powerade
• Celsius
• Flavored Waters (i.e.
Vitamin Water)
• Coconut Water
• Bottled Water

6. Research Methods
• Interviewed athletes, trainers, and group
exercise instructors
• GSSI Testing
• Marketplace education

7. The Plan
• Launch a multi-faceted campaign including a
series of three sports drinks for every part of
the workout
• What is G?
http://www.youtube.com/watch?v=EabNJu0Z
DE8&feature=related
• Prime, Perform, Recover
http://www.gatorade.com/default.aspx#g-
series-fit?s=g-fit-prime

8. Tactics
• Earned Media
– News articles
– News releases
• Owned Media
– Social media (Facebook, Twitter, Website)
– https://www.facebook.com/GSeriesFIT
– Events http://socialitelife.com/ryan-phillippe-harry-
shum-jr-more-celebrate-gatorades-g-series-fit-photos-
04-2011/gatorades-g-series-fit-launch-party-10

9. Tactics
• Paid Media
– Print
– Outdoor
advertising
– Digital media
– Television
– Partnerships

10. Results
• In 2010, volume rose 6.5%
• Gatorade Thirst Quencher, ranked No. 1 in
dollar sales at more than $1.8 billion for the
year ending Feb. 20

11. Our Opinions
• More events for more promotion with
athletes
• Neglecting lifestyle drinkers and moderate
athletes
• Quantifiable objectives

12. Current State of the G Series
• Still on-going and successful but less focused
on the fit line
• Updated ads and signing more athletes
• http://www.youtube.com/watch?v=_gwYJ3cO
VOY

13. Theories in Use
• 2 Step Flow
• Elaboration Likelihood Theory