PowerPoint Presentation

GATORADEPOWDER

THE CHALLENGEMake powder sexy to the high school high-performance athleteOver 300 Facebook ad survey responses

Secondary Research

10 In-depth Interviews

Attended Live Practices and Games Our campaign will transform the way high school athletes view practice, while reinforcing the drink proven toclose the performance gap

123SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

GATORADE SWOT Competition - Powerade/Water Product substitution Science and innovation Strong brand name recognition Strong reputation among athletes Own game days Cost-prohibitive 3-drink system Large container sometimes awkward to carry around No drink owns practice Product line and services expansionStrengthsOpportunitiesWeaknessesThreatsSWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

COMPETITIVE ANALYSIS

SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

RESEARCHSECONDARY RESEARCHPowdered drinks are piggybacking off booming enhanced waterMintelGatorade was first proven in practice to help Florida football boost game time performanceBevspectrum.comThere are 550,000 Google searches for Gatorade each month. 9,900 for Gatorade powderBevspectrum.comDuring the late 60s, Gatorade released both powder and RTD forms. The two were neck and neck in sales until Gatorades RTD took on a glass form and sales left powder behindDeerfield

SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeRESEARCHTHE DISCONNECT

SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeRESEARCHTHE DISCONNECT

SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

RESEARCHTHE DISCONNECT92% drink whatever isaround when they get thereGatorade is described as helpful andbeneficial80% agree hydration is just as important in practice36% dont bring anything to drinkto practicePractice is where it all starts I dontbring Gatorade to practice...because I dont think its asimportantSWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

TARGET MARKETThey hate practice love the resultsPractice moreTHE NEXT _________.They dream about what it will be like to hit the game winning shot

Practice harderSWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

CONSUMER INSIGHTSPut game status far before practice, Know practice is essential and the base of everythingDont connect the dots that practice preparation = game preparationWork longer, harder, and sweat more during practicesTHE ATHLETESWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

CONSUMER INSIGHTSBring Gatorade to the practice boost your game performanceTHE OPPORTUNITY

SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

CONSUMER INSIGHTSEnter Gatorade powder. Grab a pack, pour it in your water bottle at practice, and you instantly have elevated practice to game statusThe opportunity exists to capitalize on practiceTHE OPPORTUNITY

SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

THE OPPORTUNITYBRAND MODELWhy drink Gatorade powder when you get it in a bottle?Brand Position:Future Brand:Gatorade Powder unlocks your game day potential at practiceConceptual Target: Athlete on the RiseElevate over the competitionCore Desire:SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

THE OPPORTUNITYBRAND MODELGatorade powder is the main ingredient to unlock both practice and game time performanceRole of the Brand:Compelling Truth:Selling Idea:Gatorade Powder unlocks game performance at practiceGatorade Powder gives high school athletes the same scientific benefits of an RTD in a perfect-for-practice formSWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

STRATEGYAthletes think practice is important but they dont treat it like a gameInsight:Challenge:Elevate practice to game statusBig Idea:Endorse practice as a part of the gameThis is the main ingredientArticulation:THE BRENT ANDERSON MODELSWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

Beginning of each pulsing cycle

Increase awareness of campaign

Spots promoted onlineHERES WHYTELEVISION

HERES WHYMagazinesMagazineIndexReadersESPN The Magazine20915M+Sports Illustrated17721M+ESPN Rise1691M+

EXECUTIONS

SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeEXECUTIONS

SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeEXECUTIONS

SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeEXECUTIONS

SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeEXECUTIONS

SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge56,858,200 users ages 13-18 in the US

11,080,720 Like Gatorade, basketball, football, or soccerUsing to promote video campaign

3 largest networks have over 300M unique visitors - 1/4 being target audience age12 times increased message recall over raditional display advertising

Type-ins increased brand recall 111%

HERES WHYFACEBOOKVIDEO AD NETWORKSCAPTCHA

MADDEN 2012EXECUTIONS

SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeIn-game advertising across various EA titles increased household dollars spent on Gatorade by 24 percent

-David KiefaberHERES WHYVIDEO GAMES

Over 100 million gaming U.S. households

MEDIA PLANTotal Cost: $29,000,000

3 Flights July 2011 June 2012

SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

THE CHALLENGEMake powder sexy to the high school high-performance athlete1SWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

OUR RESPONSESWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

Our campaign will transform the way high school athletes view practice, while reinforcing the drink proven to close the performance gap:GATORADE POWDER

OUR PROMISESWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe Challenge

THANK YOUSWOTResearchCompetitive AnalysisThe Target MarketConsumer InsightsStrategyBrand ModelExecutionsMedia PlanConclusionOur TeamThe ChallengeSpencer Colvin Mark Hammer Mike Dalton Jason Alleger Jud Kennedy Wes Collett Nick Wible Stephen Stewart Ari Alius Miriam Blanco