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G series fit presentation
G series fit presentation
G series fit presentation
G series fit presentation
G series fit presentation
G series fit presentation
G series fit presentation
G series fit presentation
G series fit presentation
G series fit presentation
G series fit presentation
G series fit presentation
G series fit presentation
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G series fit presentation

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Case analysis of G Series Fit campaign

Case analysis of G Series Fit campaign

Published in: Education, Technology, Business
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Transcript

  • 1. By: Anna Seiler and BrookeFranceschini
  • 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

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