By: Anna Seiler and   BrookeFranceschini
Background Information• Original Gatorade  created in 1965 at  University of Florida• Soon became the official  drink of t...
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 in...
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 ...
Tactics• Earned Media  – News articles  – News releases• Owned Media  – Social media (Facebook, Twitter, Website)  – https...
Tactics• Paid Media  – Print  – Outdoor    advertising  – Digital media  – Television  – Partnerships
Results• In 2010, volume rose 6.5%• Gatorade Thirst Quencher, ranked No. 1 in  dollar sales at more than $1.8 billion for ...
Our Opinions• More events for more promotion with  athletes• Neglecting lifestyle drinkers and moderate  athletes• Quantif...
Current State of the G Series• Still on-going and successful but less focused  on the fit line• Updated ads and signing mo...
Theories in Use• 2 Step Flow• Elaboration Likelihood Theory
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G series fit presentation

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Case analysis of G Series Fit campaign

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G series fit presentation

  1. 1. By: Anna Seiler and BrookeFranceschini
  2. 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. 3. Current Campaign• Client: Gatorade/G Series Fit• Agencies: Phoenix Productions, TBWA/Chiat/Day, and PepsiCo
  4. 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. 5. Competitors• Powerade• Celsius• Flavored Waters (i.e. Vitamin Water)• Coconut Water• Bottled Water
  6. 6. Research Methods• Interviewed athletes, trainers, and group exercise instructors• GSSI Testing• Marketplace education
  7. 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. 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. 9. Tactics• Paid Media – Print – Outdoor advertising – Digital media – Television – Partnerships
  10. 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. 11. Our Opinions• More events for more promotion with athletes• Neglecting lifestyle drinkers and moderate athletes• Quantifiable objectives
  12. 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. 13. Theories in Use• 2 Step Flow• Elaboration Likelihood Theory

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