GATORADE

The sports performance market has become oversaturated with a plethora of sports performance products. Recently the market has been shaken up by a fresh competitor, capturing the attention of consumers. Gatorade now faces a direct rival offering similar products and supplements

THE STRATEGY

The Aim

Our aim is to position Gatorade as the leading choice for physical-performance beverages and supplements.

Who Do We Need To Influence

We’re speaking directly to laborious workers who understand the value of hydration.

The Human Problem

Dehydration. People do not drink enough throughout the day; losing optimal levels of hydration makes it very difficult to perform basic tasks.

Consumer Truth

Our target burns 2720 calories during an 8-hour workday. To support their physically demanding work duties, they require products that can provide them with calories, electrolytes, sugar, and sufficient hydration levels

Cultural Truth

Gatorade has become a staple drink for many laborious workers, and it is seen as an integral part of their daily routine. They recognize that proper hydration is essential to achieving work-related success.

Brand Truth

Gatorade was originally developed as a solution for replacing fluids lost during physical exertion. The scientific formulation of this beverage facilitates rapid absorption of hydration and replenishment of the sugars and energy released by the body. Now having over 40 years of experience, Gatorade continues to apply this science in all their products, making them the leading physical performance enhancers available in the market.

What Needs To Be Conveyed

We want our target to feel heroic. That drinking Gatorade provides them the power they need to get through their work day.

GET TO BY

GET laborious workers

TO feel heroic for understanding the value of hydration

BY telling them that drinking Gatorade provides them the power they need to get through their work day.

Strategic Placements

Gatorade to be the official sponsor of the biggest construction Unions in Canada - Liuna Local 183

Wild postings near construction sites and neighboring areas

Centre page fold in Local 183 Union Magazine

Merchandise such as buttons, patches, and branded work and safety wear

On-site Gatorade handout

Gatorade showcase and product handout at construction trade shows

The campaign

Scheduled for an August launch, strategically timed to coincide with the peak heat period for workers and the commencement of registration for new workers