GATORADE
BACKGROUND INFORMATION
o First made in 1965, for the University of Florida football
team (BOOOO!!!!)
o Developed to replace fluids and help prevent dehydration
o Invented by Dr. Dana Shires and Dr. Robert Cade
o A carbohydrate-electrolyte beverage
o Stokely Van Camp bought the rights to Gatorade in 1967.
o In 2001, Pepsi bought Quaker Oats who owned the rights to
Gatorade.
The Science of Hydration
Products
Original Gatorade
Thirst Quencher
Gatorade Fierce
Gatorade Frost
Gatorade Xtremo
Products
Gatorade Nutrition
Shake
Gatorade Energy
Drink
Gatorade Energy
Bar
PPropel Fitness Water
Propel is a lightly
flavored water with
essential vitamins and
just 10 calories.
Available in four
natural flavors
including Lemon,
Berry, Black Cherry
and Orange, Propel is
currently the market
leader in the rapidly
growing fitness water
category.
How does Gatorade Compare?
Boost Plus $11
Gatorade $4
Worldwide Carbo Rush $42
Red Bull $2
Online Store
Packs-The On-the-Go, Game Day, and Filler packs
offer the most researched sports beverage in the
world, Gatorade® Thirst Quencher, in combination
with Gatorade® cups, coolers, and squeeze bottles.
Coolers/Bottles/Towels-Stock up on these sideline
favorites
Products-The Gatorade® Performance Series, including
Gatorade® Thirst Quencher, Gatorade® Nutrition
Shake, Gatorade® Energy Drink and Gatorade® Energy
Bar, is a proven line of sports nutrition products that
helps give athletes what they need to maximize athletic
performance.
Advertisement
TARGET MARKET: Athletes
CURRENT SLOGAN: Is it in you?
TYPES of ADS: commercials, web
site, print, sponsorship, partnerships,
promotion ,etc.
Endorsements
Gatorade scored a slam
dunk in 1991 when it tabbed
Jordan to become its
first athlete endorser.
Although the sports drink
brand already dominated
store shelves, millions of
people still have the
"Be
Like Mike" jingle stuck in
their head so many years
later
Other Endorsers include,
Derek Jeter
Mia hamm
Vince Carter
Peyton Mannin
Yao Ming
Commercials
1984 Gatorade is Thirst Aid
1999 Gatorade commercial
2003 Propel
Problems with Jordan
The use of Jordan in marketing
campaigns came into question.
Experts predicted his public image
would be tainted and his
endorsement contracts would
disappear.
Gatorade had to decide what to do.
Gatorade’s marketing research
project
Gatorade conducted phone surveys to
better understand customers’ opinions of
Jordan.
The results showed that the majority of
the people associated him with basketball
and the NBA- not gambling.
Gatorade decided to stick with JordanGatorade sales continued to increase
faster than the industry’s in the 1990’s.
Powerade
Around this time last year, Rohan
Oza, senior brand manager for
Powerade, declared: "We're going to
war . . . [Gatorade's] going down.
We're extremely confident. We have
a team here who knows exactly what
they're doing."
Powerade’s numbers
It is still #2 in the sports drink
industry.
Gatorade commands more than 81%
of the market with $1.6 billion in
sales.
Powerade sales volume has exploded
46% at the expense of Gatorade.
Expanding the Market
“Xtremo” for the Latino Market
Gatorade for Tweens (kids ages 8-12)
The Gatorade E.D.G.E. Bottle
XTREMO
In March of 2002, The Gatorade Company
launched Gatorade Xtremo.
This product was introduced primarily for
the Latino population.
This new product consisted of exotic
blends of fruit flavors that was
accompanied by a bilingual label.
Xtremo is stocked in grocery and
convenience stores in markets with a large
Latino population.
Spanish Language Ads
Tweens
Gatorade targets kids ages 8 years
old to 12 years old
Gatorade wanted kids to feel that
they were All-Stars like their athletic
role models.
The flavors developed for this market
received rave reviews.
The E.D.G.E. Bottle
Ergonomically Designed Gatorade
Experience
Wanted to introduce a new way to
effectively re-hydrate athletes quickly
200 subjects in 8 U.S. cities were
researched at sporting events and
construction sites where it was found that
the bottle was effective
The bottle consisted of a squeezable grip
zone and a twistable mouthpiece that
allowed easy access and flow of the drink.
Recent Programs
Defeat the Heat Program
NASCAR Affiliation
Defeat the Heat
Campaign to protect kids from heat
illness
After a 10 year old boy collapsed on
a sports field, he and his mom
helped initiate Defeat the Heat which
was sponsored by Gatorade, National
Athletic Trainers’ Assoc., and SAFE
KIDS.
This program teaches kids the
importance of staying hydrated while
Gatorade loves Racing
Gatorade has become a huge influence on
NASCAR racing by becoming a huge
sponsor.
They introduced the G.I.D.S. (Gatorade
In-Car Drinking System) to give drivers
fluids during long races.
Makes getting fluids easier
Gatorade is able to advertise heavier now
during a sporting event that has a huge
fan base that increases every year.
Gatorade Trivia
Where did the name
Gatorade originate
from?
Last season, NFL
teams drank more
than
_________ gallons
of Gatorade.
What was the first
flavor of Gatorade?
Gatorade has ___
flavors to chose
from.
Trivia Cont.
Who are some of the athletes that
Gatorade tests?
Which athlete has Gatorade recently
signed a promotional contracted
with?
www.gatorade.com