New Media Driver’s License
Gatorade currently markets heavily using sponsorship and
Gatorade needs to add some different marketing
techniques using various forms of Social Media.
This will help Gatorade gain new customers and retain the
ones they already have; which account for 95% of sales.
The new marketing campaign will focus on a Digital
Gatorade will use Facebook, Instagram, Twitter, and
various other social media sites.
The majority of the campaign will focus on social media
users (of all ages) and also point focus towards the
elderly, who are not avid Gatorade consumers.
Gatorade is trying to get people of all ages to consume
If everyone who plays sports or watches sporting events
enjoys their product and purchases their product, then
they have successfully marketed their product.
To do this, Gatorade needs to focus a lot of their
marketing efforts on everyone; from kids to elders.
Tactics & Tools
Gatorade will begin by creating things they do not already
have.(i.e. Clothing line that emphasizes being active and
Gatorade could produce new lines of their product that
focus on different markets. (i.e. Elderly hydration, child
hydration, more nutrient filled beverages)
Gatorade could expand their current marketing efforts into
For example, since they already sponsor sporting events,
search for bigger and newer events to sponsor.
Gatorade will want to continue promoting their product on television
because this form of communication has given them great success in
Gatorade will also want to continue sponsoring sporting events. This
has given much attention to the brand and will continue to do so over
the upcoming years.
Digital Marketing Plan
Using Twitter to tweet about certain deals or new products will help spread
the word to millions due to Twitters high traffic rate. Millions of potential
customers use Twitter daily and this will increase brand awareness.
Using Facebook to run competitions, contests, and help give more
information about products is key because of how many people use
Facebook on a daily basis. It will reach millions of people very quickly, and
has the ability to give information about the product right on the spot.
Creating YouTube videos that link to all forms of social media (Instagram,
Facebook and Twitter) will help spread the word throughout the YouTube
world and will draw attention. Cool videos will also draw attention to the
brand. Inspirational videos and exercise videos will get people motivated.
Digital Marketing Plan
Gatorade can market through Instagram, which will help people get visual ideas
of what is going on in the Gatorade world. Videos and Pictures showing people
results of dedication, and product placement will help draw attention to the
Creating a Blog site that will have all sorts of different information regarding the
product and things it sponsors. For example:
Have people write guest blog posts that have different topics about sports, exercise,
Have all social media sites link to this blog to get full connection between the various
social media sites.
PepsiCo spends roughly $100 million per year marketing
the Gatorade brand.
Of this $100 million, about $80-$85 million is used on
television ads, sponsoring sporting events, and magazine
To change this, PepsiCo will now put $25-35 million of
their marketing budget towards the new digital plan.
The $20-$30 million dollar increase in marketing through
social media will increase brand awareness on the
internet and change how people are seeing the
Key Performance Indicators
Creating surveys that can be accessed through social
media sites will increase survey response and give
Gatorade a better idea of how their marketing campaign is
These surveys will give the brand good information about
who is buying their product, and what they can do to
modify the campaign for improvement.
These surveys will give Gatorade insight on if they are
achieving 0 defects, full consumer satisfaction, and
possible areas of improvement.
Gatorade – Is it in You?
Gatorade Current Advertisement