By: Anna Seiler and

Brooke Franceschini

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

Current Campaign

• Client: Gatorade/G Series Fit• Agencies: Phoenix Productions,

TBWA/Chiat/Day, and PepsiCo

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

Competitors

• Powerade • Celsius• Flavored Waters (i.e.

Vitamin Water)• Coconut Water• Bottled Water

Research Methods

• Interviewed athletes, trainers, and group exercise instructors

• GSSI Testing• Marketplace education

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=EabNJu0ZDE8&feature=related

• Prime, Perform, Recover http://www.gatorade.com/default.aspx#g-series-fit?s=g-fit-prime

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

Tactics

• Paid Media– Print– Outdoor

advertising– Digital media– Television– Partnerships

• 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

Results

Our Opinions

• More events for more promotion with athletes

• Neglecting lifestyle drinkers and moderate athletes

• Quantifiable objectives

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

Theories in Use

• 2 Step Flow• Elaboration Likelihood Theory