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Case analysis of G Series Fit campaign
Citation preview
By: Anna Seiler and
Brooke Franceschini
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
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 increase sales within the demographic of 18 – 34 year old athletes
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 is G? http://www.youtube.com/watch?v=EabNJu0ZDE8&feature=related
• Prime, Perform, Recover http://www.gatorade.com/default.aspx#g-series-fit?s=g-fit-prime
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
Tactics
• Paid Media– Print– Outdoor
advertising– Digital media– Television– Partnerships
• 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
Results
Our Opinions
• More events for more promotion with athletes
• Neglecting lifestyle drinkers and moderate athletes
• Quantifiable objectives
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
Theories in Use
• 2 Step Flow• Elaboration Likelihood Theory
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