Final presentation for IMC Campaign Planning Course

1. Gatorade H2 launch:
campaign outline Prepared by: JackieVetrano
On behalf of: Gatorade

2. executive
summary
Campaign Message
– Gatorade H2 is the purest way to live a healthy life. 100% Natural. 100% Healthy. Unlike
other flavored waters, H2 has unique flavors made from all-natural and organic
ingredients.
Value Proposition
– For adult women focused on their health, Gatorade’s new H2 drink is the flavored water
that is the healthiest choice because it is made exclusively of all-natural and 100%
organic ingredients so that they know they are making the healthiest choice with
ingredients that are the best for you.
Target Audience
• Female, age 22-25. Focused on living a healthy life, but not dedicated to a specific sport.
Objectives
– Increase awareness of H2 line of drinks by 25% over 3 months within target audience
demographic (female, age 25-55).
– Rank 5th or higher as largest LRB brand in United States.
– Maintain overall market share in the energy drink category.
– Increase followers on social media channels by 15% overall over 3 months.
Creative plan
• Television
• Website
• Blog series
• Social Media
• Press Releases
• Guerilla Marketing

3. business situation
Gatorade
Developed in 1965, Gatorade is the solution to ”wilting” athletes who compete in hot and
otherwise unforgiving conditions.The ever-improving line of products now including sports
drinks, protein powder, bars and chews, and endurance formula allow athletes to perform their
best – from the first few seconds of the game through post-game recovery.
H2
The H2 line of Gatorade products will bring the company into a new market – flavored water –
while still battling for consumers with its major competitor, Coca Cola’s Powerade.The H2 line of
products distinguishes itself from the competition with its ingredient list made of all-natural and
(uniquely) organic ingredients.
The market
The sports beverage market exceeded 1.0 billion gallons in volume for the first time in 2011, and
although the growth rate has slowed, the category continues to perform better than carbonated
soft drinks. Gatorade has found itself ranked as 6th largest liquid refreshment brand product in
2014, falling short to Nestle Pure Life. Gatorade and other products in the sports beverage market
are in direct competition with bottled water, ready-to-drink tea, and energy drinks, and are often
criticized by consumers for being high in sugar and calories – something that is unappealing to
those with children. Products such as Coca Cola’s Powerade have situated themselves in the
sports drink and energy drink markets by finding flavors outside of the classic and well-known
flavors – a strategy that the H2 line will implement for Gatorade.

4. SWOT analysis
Strengths
• Brand recognition – Gatorade’s iconic lightening bolt and
large “G” on its products are well known by consumers.
Gatorade is the market leader in the sports drink market.
• Product as a solution – In previous marketing campaigns,
Gatorade has identified that its products supplement
electrolytes lost by athletes through sweat during sport –
they are advised to drink it to help them sustain energy
throughout the game.
• Consumer base – Although Gatorade products are
designed for athletes, they are consumed by U.S. adults
who do and do not define themselves as such (Noted that
60% of U.S. adults consume sports drinks; Mintel).
• “Natural” – The word “natural” to describe the H2 line of
Gatorade products is a buzzword increasing in popularity
amongst health-focused consumers.This description
implies there are no added artificial ingredients and it is
therefore a healthy choice.
Weaknesses
• Nutrition perception – Most Gatorade products are high in
sugar and calories, which can be a concern for a segment of
the consumer-base, especially younger consumers.This
could turn off consumers from Gatorade products.
• Diverting from market – Gatorade is the market leader in
the sports drink market; the H2 line of products are
hydration beverages, which is not what Gatorade
consumers know the brand to be.
• Slowing of growth – In 2010, Gatorade volumes rose 6.2%
whereas in 2014 the increase was 3.7%.
Opportunities
• Performance in the industry – Sports drink products are
performing better than carbonated soft drinks in the liquid
refreshment beverage market.
• Infiltrating a new market – Although the lines are often
blurred, the H2 line of Gatorade products pulls the brand
into the “hydration beverage” market while its long-
standing products are considered “sports drinks.”
• Appealing to growing demands – Introducing a new
Gatorade product line allows the brand to capitalize on the
demand for “mainstream” trends such as fruit flavors,
organic ingredients, natural or botanical flavors, and clean
labels with a transparent list of ingredients.
Threats
• Competition and differentiation – Gatorade is in
competition with growing categories such as bottled water,
ready-to-drink-tea, coffee, and energy drinks. Its products
closely resemble those created by Powerade.
• Slowing of market growth –The volume of sports
beverages has continued to grow, but at a notably slower
rate.
• Competition within a new market – By launching the H2
line of Gatorade products, the brand will be competing for
a new consumer base.

5. target persona
LauraStevens, 32.
Focused onliving a
healthy life, butnot
dedicated to a specific
sport.
“I’m not one of those ‘super-athletes’ but I like to run, which is
sometimes hard after chasing my two kids around after work. I’m
really trying to find a drink that they’ll like but is good for them and
me too.”
Demographic
Female, age 25-55. Income of $60,000-$100,000.
Need state
Healthy drink options aside from water with easy-to-read labels for
a better understanding of what’s in the food purchased. A desire to
feel like they’re making the healthier choice.
Beliefs and attitudes
– “I want to pick drink options that are good for me.”
– “Natural and organic foods are better for me.”
– “Sports drinks are high in sugar.”
Motivators
– “I don’t like the taste of water all the time, I want something with
more flavor.”
– “The food I’m consuming is going to help me live a healthier life.”
– “The food I’m purchasing is good for my family.”
Barriers
– Uninterested in flavored water.
– Weary of how healthy a drink by Gatorade could be.

6. consumer insights
Behaviors
• Moms between the ages of 25-34; slightly more likely to purchase nutritional drinks.
• More likely to be on a diet to lose weight.
• 39% exercise 2-4 times per week.
• 12 times more likely to exercise regularly.
• 39% like to know as much as possible about the ingredients in food products.
• 27 times more likely to seek out organic or natural food products.
Attitudes
– Believe they are more physically fit than others in their age groups.
– Interested in products that are high in fiber and do not contain GMOs.
– Interested in new flavors.
– Over half (58.8%) consider their diet “very healthy.”
Value Proposition
For adult women focused on their health, Gatorade’s new H2 drink is the flavored water that is
the healthiest choice because it is made exclusively of all-natural and 100% organic ingredients
so that they know they are making the healthiest choice with ingredients that are the best for
you.

7. goals & objectives
Goal
Launch the new H2 line of Gatorade drink product.
Objectives
– Increase awareness of H2 line of drinks by 25% over 3 months within target audience
demographic (female, age 25-55).
– Rank 5th or higher as largest LRB brand in United States.
– Maintain overall market share in the energy drink category.
– Increase followers on social media channels by 15% overall over 3 months.
Metrics
– Survey target audience pre-launch and 3 months after launch to assess awareness of the H2
line of drinks with identical surveys.
– Maintain or improve overall market share in the energy drink category.
– Measure LRB ranking.
– Measure followership on social media channels.

8. creative plan
– Television
– Website
– Blog series
– Social Media
– Press Releases
– Guerilla Marketing

9. television
30-seconds: brand awareness
Female in her late 20’s is talking at the camera while doing activities such as grocery
shopping, yoga, Zumba class, and reading a book. She explains how she tries to live a
good, healthy life, but doesn't want to drink something if she doesn’t know what it is made
of. She chooses H2 for this reason and a better taste than water.
– The target audience is concerned with their health and participate in similarly healthy activities.They
also take care to check ingredient labels.
15-seconds: driving sales
Comparison advertisement; H2 is 100% all-natural, where other drinks say they are.
They’re secretly filled with salt and other ingredients, but H2’s pure make-up means you’re
on your way to living your best and healthiest life. 100% natural, 100% healthy.
– This speaks specifically to the target audience’s attention to ingredients and focus on purchasing
organic foods.
Media Mix and Markets
– Broadcast channels, 20% of mix to children’s networks.
– 15% morning, 20% daytime, 35% evening, 10% late-night, 20% weekend.
– Considering some of target audience are not stay-at-home moms.
– 150 GRPs for target market.

10. website
Improve SEO
– Develop a dedicated page for the new H2 line in order for consumers to learn more
about the product – and more specifically – its ingredient list.
– Improve for phrases including:
– Healthy drink, sugar free drink, organic drink, natural drink, Gatorade, sports
drink, energy drink.
– Leverage Google AdWords and Analytics to determine search phrases for acquisition.
Lead generation
– Develop a short form to be featured on the H2 landing page and incentivize completion
with a discount code: name, location, email address.
– A/B test pop up form vs. on-page form.
– Information gathered can be used for future targeting campaigns and email marketing
campaigns.
Retargeting
– Utilize tracking pixel for future retargeting campaigns.
– Assess acquisition and bounce reports to understand traffic patterns to site.

11. blog series
I’m DrinkingWHAT?
– A blog series found on Gatorade’s website which will identify an ingredient commonly found in
beverages that not many consumers know about, or may not have even heard of.
– Each post will explain what the ingredient is and the reasons why a customer should or should
not be concerned about it as a listed ingredient in their beverage. Ingredients can include:
– These posts will feature interviews with experts and deep-link back to sources outside of the
Gatorade site to build credibility and SEO rank. It will inform the audience on a topic they are
focused on; purchasing healthy food and organic foods.
– Each post will end with a did you know? content block which simply states that the new
Gatorade H2 drink is 100% all-natural and organic, but still tastes great, with a call to action to
click and learn more about the specific product.
– The series will be promoted on Gatorade’s social media accounts and as “related content”
above the footer of the H2 landing page on the Gatorade website.
• Glucose-sucrose syrup
• Citric Acid
• Sodium
• Monopotassium Phosphate
• Natural Flavors
• Yellow 5

12. social media
Facebook Live
– Gatorade representative in a grocery store talking to customers about their choices,
informing them of the 100% natural choice – Gatorade’s H2.
– Consider a celebrity to be spokesperson.
Targeted Facebook advertisement
– Cut Facebook Live video into onminute long video.
– Drive to Gatorade’s H2 website.
– Target by:
– Gender: Female.
– Age: 25-55.
– Interests: sports, yoga, healthy living, parenting, Zumba, barre, roller blading,
jogging, moms who run, mom blogs, Lifetime television, Gatorade.
Retargeting
– Retarget those who interacted with Facebook Live and targeted advertisement.
– Those who engage receive a buy one, get one free H2 coupon.

13. social media
Listening
– Gatorade can use social media listening tools to monitor the
conversation about the new line.
– Suggestions: Buzzsumo, Keyhole, Hootsuite.
#GatoradeH2
– While monitoring, interact with users and use #GatoradeH2 to
encourage others to use the hashtag.
– Use #GatoradeH2 in organic content onTwitter and Instagram to
promote the brand.
Celebrity endorsement
– Celebrity endorsement will help amplify the #GatoradeH2 initiative.
– Celebrity should not be a stereotypical athlete who would endorse
the fitness drink lines of the Gatorade brand.
– Within the target demographic and could be described as “fit” but not
working in an industry where body type or general beauty are a main
factor.
– Jennifer Lawrence, SofiaVergara, Kristen Bell, orTina Fey.

14. press releases
Distribution list
Pitch strategy
– Press releases will describe the new H2 line of products and emphasize it is the first
100% all-natural flavored beverage made completely of organic ingredients. It will
describe the dangers of ingredients in other, similar beverages; highlighting the
importance of an all-natural drink like H2.
– Individual pitches based on the I’m DrinkingWHAT? blog entries will also be produced to engage
blog writers to help educate their readership on specific ingredients.
– Traditional means of pitching; email/otherwise contact each media
– Also sent viaTwitter direct messages to fitness-centric journalists and bloggers found
using #fitness #fitnessmotivation or #fitgirls.
– Women’s Health
Magazine
– SELF Magazine
– Health Magazine
– Runner’sWorld
– Shape Magazine
– Fitness Rx ForWomen
– People Magazine
– USWeekly
– Cosmopolitan
– Vanity Fair Magazine
– Fit Bottomed Girls blog
– Remodel Fitness blog
– Lift Like a Girl blog

15. guerilla marketing
– Immediately before the line is available in stores, vending machines
filled exclusively with Gatorade H2 will be placed in heavily populated
areas around Chicago, IL, where Gatorade HQ is located.
– The vending machines would not reveal the drinks inside, but have a
panel and touch screen, displaying FindYour Natural Fit prompting the
user to choose a flavor.
– After the flavor is selected and before the drink is dispensed, the
screen would quickly explain Gatorade’s new H2 line and its unique
flavors, as well as made from 100% all natural and organic ingredients.
– At its conclusion, a Gatorade H2 drink in the selected flavor would be
dispensed.
– Interactions with the machine and the consumers’ reactions will be
streamed live onto Gatorade’s Facebook and Instagram to capture a
new audience.The interactions will also be recorded for future
promotional uses on social media and future television commercials.
– Gatorade can alert local bloggers, newspapers, and media outlets of
the campaign as it is initiated to help develop buzz before the launch
of the campaign.

16. campaign &
media plan
Preparation
– Television advertisement
– 5 weeks maximum from shooting to final cut
– Guerilla campaign
– 4 weeks maximum to produce vending machine
Month 1
– Guerilla campaign executed
– Deliver 30-second television advertisement
– Produce Facebook Live
– Develop and deliver targeted social media campaign
Month 2
– Deliver 15-second television advertisement
– Assess and continue targeted social media campaign
Month 3
– Develop and deliver retargeted social media campaign

17. campaign &
media plan
Ongoing efforts
– Blog campaign – I’m DrinkingWHAT?
– Promoted on social media.
– Social media listening and monitoring.
– #GatoradeH2 content.
– Pitch media and fitness bloggers.
– Gather leads using Gatorade H2 landing page and deliver digital
coupons – at discretion of Gatorade.

18. success
measurement &
evaluation
Increase awareness of H2 line of drinks by 25% over 3 months
– Survey target audience pre-launch and 3 months after launch to assess awareness of the
H2 line of drinks with identical surveys.
– Measure use of #GatoradeH2 month-over-month.
Maintain or improve overall market share in the energy drink
category.
– Measure rating in LBR category; maintain 6th or better.
– Measure number of leads earned on H2 website month-over-month.
– Measure number of leads who use buy one, get one free coupon month-over-month.
Increase followers on social media channels by 15% overall over 3
months.
– Measure followership on all social media channels pre-launch and 3 months after launch
– Measure number of followers earned from paid social media efforts.

19. budget
total - $1,381,000
$1,300,000 –Television: 30-second and 15-second commercials
– Production costs.
– Casting.
– National cable package buy.
$4,000 –Targeted Facebook advertisement
– 2 month advertisement buy.
$3,000 – Facebook retargeting advertisement
– 1 month advertisement buy.
$8,000 – Guerilla campaign
– Custom vending machine.
– Product.
$60,000 – Celebrity social media endorsement
– Twitter endorsement.
$6,000 – Survey
– Email survey to target demographic before and after campaign

20. sources
http://academic.mintel.com.proxy.library.georgetown.edu/display/7688
53/
http://academic.mintel.com.proxy.library.georgetown.edu/display/7688
47/
https://www.adfresco.com
https://www.economist.com/blogs/graphicdetail/2016/10/daily-chart-
9w
https://www.emarketer.com/Article/What-Video-Ad-Length-Best-on-
Facebook/1014438
http://www.gatorade.com/
https://greatist.com/move/best-fitness-blogs-2016
http://keyhole.co/blog/the-top-25-social-media-monitoring-tools/
http://oneview.experian.com
https://www-statista-
com.proxy.library.georgetown.edu/study/17948/energy-drinks-statista-
dossier/
http://www.vendingsolutions.com/faq

21. sources
Total Females age 25-54
Sample 14,993 4,406
Weighted(000) 234,770 62,125
Total
Vertical % 100.0% 100.0%
Horizontal % 100.0% 26.5%
Index 100 100
Total % 100.0% 26.5%
Sample 6,738 2,070
Weighted(000) 110,612 30,779
Plays sports "every chance I get”
Vertical % 47.1% 49.5%
Horizontal % 100.0% 27.8%
Index 100 105
Total % 47.1% 13.1%
Sample 7,222 2,294
Weighted(000) 119,270 33,817
Participates in sports occasionally
Vertical % 50.8% 54.4%
Horizontal % 100.0% 28.4%
Index 100 107
Total % 50.8% 14.4%
Sample 7,686 2,498
Weighted(000) 122,839 36,535
Regularly exercised in the last 12 months
Vertical % 52.3% 58.8%
Horizontal % 100.0% 29.7%
Index 100 112
Total % 52.3% 15.6%
Sample 5,105 1,712
Weighted(000) 80,773 24,405
Exercise 2-4 times per week
Vertical % 34.4% 39.3%
Horizontal % 100.0% 30.2%
Index 100 114
Total % 34.4% 10.4%
Habits of Females, 25-54. Experian Simmons OneView. (2011). National Consumer Study.
Retrieved from http://oneview.experian.com.

22. sources
Attitudes of Females, 25-54. Experian Simmons OneView. (2011). National Consumer Study.
Retrieved from http://oneview.experian.com.
Total Females age 25-54
Sample 14,993 4,406
Weighted(000) 234,770 62,125
Total
Vertical % 100.0% 100.0%
Horizontal % 100.0% 26.5%
Index 100 100
Total % 100.0% 26.5%
Sample 5,689 1,613
Weighted(000) 83,696 20,923
I’ll pay just about anything when it concerns my
health.
Vertical % 35.7% 33.7%
Horizontal % 100.0% 25.0%
Index 100 94
Total % 35.7% 8.9%
Sample 6,001 1,670
Weighted(000) 93,017 24,415
I consider my diet to be very healthy
Vertical % 39.6% 39.3%
Horizontal % 100.0% 26.2%
Index 100 99
Total % 39.6% 10.4%
Sample 7,979 2,491
Weighted(000) 125,334 36,501
I’m working at eating a well-balanced diet
Vertical % 53.4% 58.8%
Horizontal % 100.0% 29.1%
Index 100 110
Total % 53.4% 15.5%
Sample 5,904 1,817
Weighted(000) 90,810 24,173
I like to know as much as possible about the
ingredients in food products
Vertical % 38.7% 38.9%
Horizontal % 100.0% 26.6%
Index 100 101
Total % 38.7% 10.3%
Sample 7,081 2,261
Weighted(000) 110,871 32,684
Nutritional value is the most important factor in
what foods I eat
Vertical % 47.2% 52.6%
Horizontal % 100.0% 29.5%
Index 100 111
Total % 47.2% 13.9%
Sample 7,696 2,534
Weighted(000) 123,108 37,098
I like to try out new food products
Vertical % 52.4% 59.7%
Horizontal % 100.0% 30.1%
Index 100 114
Total % 52.4% 15.8%
Sample 4,934 1,767
Weighted(000) 79,644 25,581

23. sources
Attitudes of Females, 25-54. Experian Simmons OneView. (2011). National Consumer Study.
Retrieved from http://oneview.experian.com.
Total Females age 25-54
Sample 14,993 4,406
Weighted(000) 234,770 62,125
Total
Vertical % 100.0% 100.0%
Horizontal % 100.0% 26.5%
Index 100 100
Total % 100.0% 26.5%
Sample 5,689 1,613
Weighted(000) 83,696 20,923
Usually I am quick to try a new nutritional product
Vertical %
21.9% 25.8%
Horizontal % 100.0% 31.2%
Index 100 118
Total % 21.9% 6.8%
Sample 4,255 1,486
Weighted(000) 64,303 21,653
When shopping for food, I especially look for
organic or natural foods
Vertical %
27.4% 34.9%
Horizontal % 100.0% 33.7%
Index 100 127
Total % 27.4% 9.2%
Sample 7,091 2,136
Weighted(000) 109,954 30,724
I prefer to eat foods without artificial additives
Vertical %
46.8% 49.5%
Horizontal % 100.0% 27.9%
Index 100 106
Total % 46.8% 13.1%