This document outlines a marketing campaign for Gatorade powder targeted at high school athletes. Research found that while athletes see practice as important, they don't treat it with the same importance as games. The campaign's goal is to position Gatorade powder as unlocking game performance even at practice. It will use television, magazine, social media, and video game ads to elevate the status of practice and showcase how Gatorade powder gives the same benefits as the drink version. The total budget for the three flight media plan spanning 12 months is $29 million.

1. GATORADEPOWDER

2. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamTHE CHALLENGE123Our campaign will transformthe way high school athletes view practice, whilereinforcing the drink proven toclose theperformancegapMake powder sexy to the high school high-performance athleteOver 300 Facebook ad survey responsesSecondary Research10 In-depth InterviewsAttended Live Practices and Games

3. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamGATORADE SWOTStrengths• Science and innovation• Strong brand name recognition • Strong reputation among athletes• Own game daysWeaknesses• Cost-prohibitive 3-drink system• Large container sometimes awkward to carry aroundOpportunitiesThreats• No drink owns practice• Product line and services expansion• Competition - Powerade/Water• Product substitution

4. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamCOMPETITIVE ANALYSIS

5. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamRESEARCHSECONDARY RESEARCHPowdered drinks are piggybacking off boomingenhanced waterMintelThere are 550,000 Google searches for“Gatorade” eachmonth. 9,900 for“Gatorade powder”Bevspectrum.comDuring the late 60’s, Gatorade released both powder and RTD forms. The two were neck and neck in sales until Gatorade’s RTD took on a glass form and sales left powder behindDeerfieldGatorade was first proven in practice to help Florida football boost game time performanceBevspectrum.com

6. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamRESEARCHTHE DISCONNECT

7. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamRESEARCHTHE DISCONNECT

8. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamRESEARCHTHE DISCONNECTGatorade is described as “helpful” and “beneficial”“Practiceis where it all starts” 80% agree hydration is just as important in practice36% don’t bring anything to drink to practice“I don’tbring Gatorade to practice...because I don’t think it’s asimportant”92% “drink whatever is around” when they get there

9. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamTARGET MARKETTHE NEXT _________.They dream about what it will be like to hitthe game winning shotTheyhate practice – love the resultsPractice harderPracticemore

10. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamCONSUMER INSIGHTS, THE ATHLETEDon’t connect the dots that practice preparation = game preparationWork longer, harder, and sweat more during practicesKnow practice is essential and the base of everythingPut game status far before practice

11. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamCONSUMER INSIGHTSTHE OPPORTUNITYBring Gatorade to the practice – boost your game performance

12. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamCONSUMER INSIGHTSTHE OPPORTUNITYThe opportunity exists to capitalize on practice“Enter Gatorade powder. Grab a pack, pour it in your water bottle at practice, and you instantly have elevated practice to game status”

13. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamBRAND MODELTHE OPPORTUNITYBrand Position:Why drink Gatorade powder when you get it in a bottle?Future Brand:Gatorade Powder unlocks your game day potential at practiceConceptual Target: “Athlete on the Rise”Elevate over the competitionCore Desire:

14. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamBRAND MODELTHE OPPORTUNITYRole of the Brand:Gatorade Powder unlocks game performance at practiceGatorade Powder gives high school athletes the same scientific benefits of an RTD in a perfect-for-practice formCompelling Truth:Selling Idea:Gatorade powder is the main ingredient to unlock both practice and game time performance

15. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamSTRATEGYTHE BRENT ANDERSON MODELAthletes think practice is importantbut they don’t treat it like a gameInsight:Challenge:Elevate practice to game statusBig Idea:Endorse practice as a part of the gameThis is the main ingredientArticulation:

16. HERES WHYTELEVISIONBeginning of each pulsing cycle

17. Increase awareness of campaign

18. Spots promoted onlineHERES WHYMagazines

19. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamEXECUTIONS

20. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamEXECUTIONS

21. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamEXECUTIONS

22. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamEXECUTIONS

23. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamEXECUTIONSHERES WHYFACEBOOKCAPTCHA56,858,200 users ages 13-18 in the US

24. 11,080,720 Like Gatorade, basketball, football, or soccer

25. 12 times increased message recall over raditionaldisplay advertising

26. Type-ins increased brand recall 111% VIDEO AD NETWORKSUsing to promote video campaign

27. 3 largest networks have over 300M unique visitors - 1/4 being target audience ageResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamEXECUTIONSHERES WHYMADDEN 2012VIDEO GAMES“In-game advertising across various EA titles increased household dollars spent on Gatorade by 24 percent” -David KiefaberOver 100 million gaming U.S. households

28. ResearchCompetitive AnalysisStrategyExecutionsSWOTThe ChallengeConclusionThe Target MarketConsumer InsightsBrand ModelMedia PlanOur TeamMEDIA PLANTotal Cost: $29,000,0003 Flights July 2011 – June 2012