Quantitative/Qualitative Research

Background Information

During the summer of 1965, a University of Florida assistant coach sat down with a team of university researchers and asked them to determine why so many of his players were being affected by heat and heat related illnesses. The researches discovered two key factors that were causing the players to be affected by the heat. The first factor they discovered was that large amounts of carbohydrates the players’ bodies used for energy were not being replenished. The second factor was that the fluids and electrolytes the players lost through sweat were not being replaced. The researchers used this information and formulated a drink that would adequately replace those key components lost through sweating and exercise.


The sports-drink’s woes began a few years ago. As younger, hipper competitors hit the market, Gatorade battled an increasingly stodgy image. Some consumers shifted to products like Glaceau’s VitaminWater brand, while specialty “pro” sports drinks, such as Hammer Nutrition, stole the attentions of some hard-core athletes.

Inevitably, some of those (Gatorade) consumers have migrated away to other beverages, partly driven by fickle tastes and partly because of the recession.

With it’s recent repositioning, Gatorade moved from mere hydration systems to a sports-nutrition brand, there for athlete’s and fitness buffs from warm-up to finish line.

The brand’s last tagline, “Is it in you?” hasn’t been in heavy rotation in years, and its been three years since Gatorade mystified some consumers with “What’s G?” due to its new products.

Recent years, Gatorade have lost customers to other competitors such as Vitamin Water and Powerade because they were unfamiliar with the reason Gatorade decided to change their brand labeling and slogan.

Market Shares – Gatorade is currently a front runner against competitors such as Powerade or Propel Water as it has proven scientific research to support its formula and its dependability that others either fail to mention in such detail or mention at all. Gatorade also has a variety of advocates among successful professional and Olympic athletes in a wide amount of sports compared to other brands creating more credibility to Gatorade for being effective in the elite level sports play.

Demographics – Gatorade’s primary target audience is the active youth to young adult demographic, aged 18-25, which includes student-athletes (both high school and college) and daily active individuals.

As of 2010, Gatorade introduced the G Series, a series of products that are individually aimed for specific segments of a training regime. In addition, products have been developed to satisfy specific athlete needs.

Sales – After sales volume slipped 1% in 2008, Gatorade began its rebranding efforts. In 2009, it redesigned the drink with “G” as its new symbol. However, sales dropped by volume by 13% the same year.

According to Beverage Digest, Gatorade sales by volume slipped 4% in the first quarter of 2010 indicating a slower rate of decline than the previous year.

In comparison to other sports drinks, Gatorade has dominated the sports drinks industry. Gatorade currently is one of the biggest players in the $7 billion sports drink market.

Other – 10% of foods Americans eat fall under the sports and nutrition category which includes gels, shakes, and bars.

VCU Formate: Creative Brief – Gatorade

What do we want to accomplish?

The main objective of this campaign will be to position Gatorade as a more effective hydration alternative to expensive performance enhancing drinks, and to demonstrate its effectiveness in hydrating the malnourished by replenishing electrolytes and carbohydrates in a refreshing formula created by researchers.

Whom are we talking to?

We will be talking to athletes of all ages who are in need of a hydration method, and to keep them hydrated while they play sports so they can achieve their maximum potential.

What do they think now?

Our target perceives Gatorade as one of the if not the company for sport drinks. After the sudden changes to the original logo on the product, consumers have been slightly confused about which direction Gatorade is headed for. With the “Gs series” addition consumers are starting to get mixed feelings about the product although the original product has been untouched to this day. Nonetheless, Gatorade has supplied athletes with hydration since the 1970s, and there is no sign of that changing in future.

What do we want them to think?

We want to create a brand image that is associated with sports. We want the consumer to think of Gatorade when they think about sports. We want our targets to know that our products can increase an athlete’s performance, no matter the sport.

Why should they think this?

Gatorade is presented through professional athletes and many major sports leagues, as well as sports in the college level. Through our advertisements we show how our products can increase the ability and potential of each athlete.

What is our message?

Gatorade sports drinks are affordable means to satisfy athletes need to hydrate as well as helping them maximize their potential while they play sports.

New Tagline for product

Become G.

I concluded that, “Become G.” would be the most accurate tagline to improve their recent drop in sales. Since the beginning Gatorade’s slogan has been, “Is it in you?” signifying the importance the product has on a person while exercising. Recently, they changed their direction by changing their labeling logo and developed a new hydration method of a before workout, during workout, and after workout drink routine. This prompted them to change their tagline to, “What’s G?” because consumers were confused by their changes. Now since most of their consumers have an idea of what G is all about and the new hydration method it would only be appropriate to create a new tagline that persuaded consumers to join the G movement.