A brand analysis and presentation on Gatorade.

1. BRIANA BROCHU
Thursday, September 26, 13

2. “THE BEFORE” : The 01 PRIME portion
of this presentation includes: a
brief historical context, existing
data research and consumer insight.
“THE DURING” : The 02 PEFORM portion
includes: Gatorade’s current state as
a brand, their advertising strategy,
their relationship with the consumer,
and a competitive analysis.
“THE AFTER” : The 03 RECOVER portion
includes: a glimpse into the future
and an analysis of the Gatorade
brand.
Thursday, September 26, 13

3. PRE-GAME BRAIN FUEL
Thursday, September 26, 13

4. 01
PRIME
During the summer of 1965, University of Florida Gators Coach, Dwayne
Douglas, asked a physician on campus why his players were so affected
by the heat. Dr. Robert Cabe and his research team discovered that
fluids and electrolytes the players lost through sweat weren’t being
replenished. They developed a formula for the Gators, and suddenly,
they were winning - they won 7-4 in their 1966 season. Then, it was
sent to football programs everywhere.
PHOTO: CHIP HINTON TRIES GATORADE FOR THE FIRST TIME, ALONGSIDE DR.
ROBERT CABE.
Thursday, September 26, 13

5. 01
PRIME: The First Gatorade Shower
http://www.youtube.com/
watch?
feature=player_embedded&v
=pwriM1FwYWs#t=80
In 1985, Giants head coach Bill Parcells was
hard on defensive tackle Jim Burt during that
season. Burt was looking for some payback, and
soaked Parcells in Gatorade. Later on, the
“Gatorade Shower” became a tradition after every
victory.
Thursday, September 26, 13

6. 01
PRIME: EXISTING DATA RESEARCH
20% of sports drink consumers consider
themselves couch potatoes.
29% of consumers go to the gym 5 or more
times per week.
26% play sports at least once a week.
The sports drink market is growing because Americans
are increasingly incorporating exercise and hydration
into their lifestyle.
Thursday, September 26, 13

7. 01
PRIME: EXISTING DATA RESEARCH
-The heaviest users of sports drinks are teens,
men, 18-24s, households with kids, blacks and
Hispanics.
-However, the primary target is teenagers
(typically male, but open to both genders)
because they have the strongest emotional
relationship with sports, which triggers the
need for hydration.
-Flavor, brand, size and price are key
influencers for purchase.
Thursday, September 26, 13

8. Why do people drink Gatorade?
- It’s a thirst quencher.
- It tastes good. It’s a beverage of
choice.
- They’re active people with needs for
rehydration and replenishment.
- It’s a healthier alternative
compared to soda and energy drinks.
01
PRIME: CONSUMER INSIGHT
Thursday, September 26, 13

9. GATORADE’S BRAND PERFORMANCE
Thursday, September 26, 13

10. 02
PERFORM: COMPETITIVE EDGE
- Gatorade is ranked #1 in the
market place.
- It controls 70% of the sports
drink market.
- PepsiCo and the Gatorade brand
generated $1.4 billion in sales
last year. (2012)
Thursday, September 26, 13

11. 02
PERFORM: DIRECT COMPETITION
- Coca-Cola’s Powerade sales increased by 8% between
2011-2012, but still lost 3.3% of the sports drink
market share.
- Capitalized by positioning itself as an official
sports drink for the Olympics, and sponsoring Olympic
athletes.
- Currently using the hashtag campaign #PowerThrough
to gain insight on the consumer by asking them how
they “power through” - essentially, how do they
overcome their obstacles?
Thursday, September 26, 13

12. 02
PERFORM: COMPETITION IN ASSOCIATED CATEGORIES
Bottled water brands:
Poland Spring
Dasani
Fiji
SmartWater
Aquafina
Evian
Protein Shake brands:
Muscle Milk
Core Power
FitPro Plus
Odwalla
Enhanced water brands:
Sobe Life Water
Vitamin Water
Dasani Plus
Propel (powered by Gatorade
Crystal Light
Coconut water brands:
O.N.E
VitaCoco
Zico
Goya Coconut Water
Naked Coconut Water
Energy Drink brands:
RedBull
Monster
Rockstar
AMP
Full Throttle
Energy Chew brands:
Clif
Luna
GU
PowerBar
Thursday, September 26, 13

13. - Gatorade is the “Official Sports Drink of the NFL.”
- But, they don’t let that title define them.
- Gatorade = fuel.
- The brand is a source of energy igniting an athlete’s
highest potential.
- It’s the power behind the winning goal, the endurance
behind the last marathon mile, and eases dead lifting
barbells.
02
PERFORM: BRAND IDENTITY
Thursday, September 26, 13

14. 02
PERFORM: BRAND IMAGE
Gatorade has become so recognizable, that soon enough one bolt of
lightning will stand alone as the logo. They no longer need the
full “Gatorade” name for consumers to know the brand behind the
product. It’s iconic.
Their latest packaging design is sleek, and more sophisticated
compared to past designs.
A design revamp was necessary because the intended Gatorade consumer
is a confident athlete - a winner. Gatorade is the leader in the
market, and they continually prove to consumers and their
competitors that they will stay ahead.
Thursday, September 26, 13

15. “The Power of Three”
02
PERFORM: BRAND IMAGE
Gatorade streamlined a sleek logo, design and packaging mechanism
throughout the G Series product line. This system is educational to
the sports drink consumer if they pay attention to the nutritional
components:
PRIME blends carbs and B vitamins to energize the athlete before a
game or workout.
PERFORM quenches thirst and hydrates instantly during the game or
workout to replace lost electrolytes as they sweat.
RECOVER has added protein to rebuild muscle post-workout.
Hopefully, the consumer will use
Gatorade products to keep them
healthy during exercise. However,
the packaging educates consumers
so they know that they need
carbohydrates BEFORE a workout,
and protein AFTER a workout.
Thursday, September 26, 13

16. 02
PERFORM: KEY ATTRIBUTES
Gatorade’s functional
characteristics:
- A thirst quencher
- Rehydration
- Flavorful/Variety of flavors
- Protein products for recovery
- Fitness/nutritional education
- Inspiration for the consumer
Thursday, September 26, 13

17. 02
PERFORM: BRAND PERSONALITY
Gatorade is that high school senior -
the quarterback on the Division 1 football
team.
He’s strong, athletic and honestly, pretty
sweaty.
He’s competitive, and highly energetic both on
and off the field.
He motivates his teammates.
He’s your older brother that would protect you
from anything.
He strives to be the best, but it doesn’t get
to his head. (Well, not all the time.)
And, he’s still nice to the water boy.
Thursday, September 26, 13

18. The heart and soul of Gatorade has always felt like football
season.
But recently, they have sponsored a diverse group of professional
athletes - allowing them to be relatable and idolized by their
consumers. Some play traditional sports; some are BMX bikers,
surfers and skaters; some are dancers, long-distance runners and
swimmers.
The brand and its endorsements support a healthy, active
lifestyle.
Gatorade also recognizes the issue of dehydration and other heat
emergencies with their “Beat the Heat” safety guide.
02
PERFORM: SOUL AND VALUES
Thursday, September 26, 13

19. Currently, Gatorade is featuring the #WINFROMWITHIN campaign via
the website, social media, and webisodes. The campaign centers in
on the drive within yourself - the drive that makes you train
harder, faster, better, stronger. The drive makes you win.
Interactive: Website visitors upload their own photos, and they
can place their photos on a digital Gatorade bottle with the
tagline #WINFROMWITHIN on their photo. People who submit stand-
out photos have the chance to receive a case of drinks with
their photo on the packaging.
WEBISODES: Professional athletes are featured in 1:00 min
videos training, and envisioning their future goals.
SOCIAL MEDIA: Various print ads are posted with simple,
inspirational taglines and anonymous athletes playing sports
with the hashtag at the bottom. They also use the hashtag as a
conversation starter/consumer insight tool.
02
PERFORM: AD EXECUTION & STRATEGY
Thursday, September 26, 13

20. Gatorade’s value and goodwill
for the consumer is best
represented in their program,
“Keep Her in the Game.”
Statistics show that by age
14, young girls are twice as
likely to drop out of sports
in comparison to boys. This
is due to the social stigma
and the media’s portrayal of
women shoved in young girls’
faces.
Gatorade partnered with the
Women’s Sports Foundation to
create this Public Service
Announcement to encourage
young girls to stay in sports
and to stay active for a
higher self esteem.
02
PERFORM: CONSUMER RELATIONSHIP
http://www.gatorade.com/#program?s=keep-her-in-the-game
Thursday, September 26, 13

21. Gatorade positions itself as the leader and
originator of the American sports drink category.
02
PERFORM: POSITIONING
Gatorade serves as a
nutrition and fitness
education outlet through its
products, website, and
advertising execution.
More specifically, Gatorade
is the only brand providing
consumers with products that
benefit them during each
stage of exercise.
Thursday, September 26, 13

22. POST-GAME ANALYSIS
Thursday, September 26, 13

23. 03
RECOVER: FUTURECASTING
If Americans continue down the healthy lifestyle path, Gatorade will
most likely continue as a leader in the sports drink category.
If Americans don’t, Gatorade will face a couple issues:
- Sports drinks with high in carbohydrates and sugar do not support a
healthy way of living if those consuming it are not active.
- Gatorade refuses to create a no-calorie beverage because
scientifically, it doesn’t meet the criteria of a sports drink.
Athletes need calories feed working muscles, especially those
competing professionally.
- However, creating a no-calorie sports drink may draw in a new user,
which could increase sales.
Gatorade may want to consider targeting the elderly, who need to stay
active in order to live longer. Targeting men, teens and Hispanics
are heavy users, but Gatorade could open up a new segment.
Thursday, September 26, 13

24. • http://news.ufl.edu/2007/11/27/gatorade-creator-dr-robert-cade-dies-tuesday-at-age-80/
chip-hinton-dr-robert-cade/
• Gatorade.com
• Mintel - Sports Drinks - Executive Summary - US - September 2012
• Mintel - Performance Food and Drink - Brands - US - January 2013
• http://adage.com/article/cmo-strategy/gatorade-s-g-force-leaves-sweat/243982/
• http://www.research.ufl.edu/publications/explore/v08n1/gatorade.html
• http://guycodeblog.mtv.com/2011/01/05/25-of-the-greatest-gatorade-baths-in-sports-history/
• http://www.nytimes.com/2009/04/01/business/media/01adco.html?ref=business&_r=0
• Photo credits: Google Images and Gatorade.com
Sources
Thursday, September 26, 13