This document summarizes a television advertisement pitch for Powerade sports drink. The proposed ad features a young male undergoing a rigorous workout at the gym with energy provided by Powerade. Research shows the target audience is males aged 16-24 who like upbeat music during workouts. The ad would air on channels like E4, Sky Sports and Comedy Central which are popular among that demographic. Powerade's key selling point is replacing electrolytes lost through sweat.

1. Television
Advertisement Pitch

2. We decided to base our advert on a popular
sports drink, PowerAde. The chosen flavour
was ‘Tropical and Berries’, the blue coloured
bottle.
Why did we choose this product?
The advert features a young male who
undergoes a rigorous workout in a gym with
the help of the energy given when drinking
the product, PowerAde.
Pitch

3. Proposal
We believe this advert will be a success as it embodies the
kind of things Powerade is associated with, i.e. exercising/sport
and gaining energy required to do so.
In our advert we have used a young male around the same
age as our target audience. This means our target audience
can relate to the actor and are more likely to buy the product.
We also used music in the charts, and is upbeat.

4. Research

5. Mood Board

6. Target Audience
I’m a male
My psychographic
profile is explorer
seeking discovery
I’m aged
between 16-24
I like to listen to
upbeat music when
I work out
I’m physically active,
outgoing and live a
healthy life style
My
socio-demographic
profile is C2/B

7. •
Q1 – most responded positively, citing taste and energy boost
as reasons
•
Q2 – majority thought that the previous adverts were “okay”,
with roughly equal amount of people thinking they were
good or bad
•
Q3 – most people said that they liked the colours, reasons
included the fact that they stand out
•
Q4 – those who did like it did so due to the taste and energy
boost
•
Q5 – possible changes to the product could include more
flavours and a sugar-free version
•
Q6 – most people who took the survey only buy the product
occasionally
•
Q7 – majority who answered were in our 16-24 target audience
Audience Survey

8. While our target audience only accounts for 12% of commercial
TV viewing, it is regarded as an important market for advertisers
Our advertisement would be best suited to be shown on channels
such as:
E4 (aimed at a younger demographic)
Sky Sports (due to the product’s connection with sport)
Comedy Central (again, aimed at younger (16-24) demographic)
Channels we have chosen are also amongst the most
popular ones of the week. Image below shows the most popular
programmes and the channels they were broadcast on for week ending 02/12/12
Scheduling

9. Market Research/ Our Product
Marketed and manufactured by Coco-Coca
It was introduced in 1988 and its primary competitors are PepsiCo's
Gatorade and another sports drink, Lucozade. In 2002 PowerAde bottles
(and logo) were updated to the current version
PowerAde contains 4 key electrolytes in the same ratio that tends to
be lost when you sweat which is also the product’s USP
The USP of Powerade is the use of the 4 main electrolytes
used within its drink to make it a full sports drink and help to replace the
electrolytes lost after you sweat giving you that much needed energy
A recent advert for PowerAde featured the 2012 London Olympics
because PowerAde is the official sports drink for the Olympics.
We see celebrities such as Jessica Ennis show off their sports in the run
up to the Olympics and ends with the tag line: “PowerAde, Power Through”

10. Competitor 1 – Gatorade:
Produced by PepsiCo since 1965First created for the athletes of
the
university it was developed at (Florida,
hence the ‘Gator’ part of the name)
Helps to replenish body’s water,
carbohydrates and electrolytes lost
during exercise USP - how it replenishes
the body’s supplies of carbohydrates
and water, no other drink on the market
does this recent advert – again features
celebrity endorsement in the form of
basketball player Michael Jordan.
It shows him exhausted during a game, sitting on the bench.
It then shows him drinking Gatorade and going on to score
the winning basket.
Market Research/Competitor Analysis

11. Competitor 2 – Lucozade
Brand name for energy drinks
produced by Glaxo Smith Kline first manufactured in
1921Discovered it was fit for everyday consumption in 1985
and was rebranded as an energy drink instead of a recovery
drink USP – the formula used to make it – no other energy drink
uses glucose as the basis of the
product recent advert – used celebrity
endorsement in the form of footballer
Ashley Young, using the tagline
“Faster. Stronger. For Longer
Market Research/Competitor Analysis

12. Production research – the information we had to find out in
order to effectively prepare to film our advert Included:
Recce – location details such as health and safety issues,
contact details, and facilities available layout – essentially
a floor plan of the location budget – information to do with the
costs of the various equipment used in the shoot also researched
the various jobs members of the group would have to undertake
in order to complete the advert
All information is available in each of our production folders
Production Research

13. We believe that we worked quite well as a group
Did have issues with one member who did not turn in
any of the work they said they would do
However, we managed to divide up their work between
the rest of us to ensure it met the deadline
Communicated well with each other when it came to
arranging times for the shoot
Despite this, we were generally unorganised when
it came to sorting out the location
Evaluation

14. We did have to reshoot our advert in full since the first footage
we shot was not up to standard
Also, our storyboard was completed relatively late in the
production process
Due to our relative inexperience with the camera, more work
had be done during the editing process to do with colour
correction
Evaluation