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PepsiCo: Gatorade
Creative Brief
Cady Roberts

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PepsiCo: Gatorade

Situation Analysis
Gatorade continues to dominate the sports drink industry and currently holds 74.2% of the $7
billion industry. Gatorades current advertising relies heavily on celebrity athlete endorsements.

Marketing Problem
Gatorade wants to expand their tween market without using celebrity-featured advertisements.

Industry Overview
Gatorades primary industry is the sports drink industry. Industry advertisements usually target
teens with athletic sponsorship and celebrity appearances. Consumers within the industry have
made efforts to become more health-conscious.

Competitors
Primary: Powerade

Secondary: Red Bull and Vitaminwater
Seco

Competitor Advantages and Disadvantages
Powerade: contains carbohydrates to help maintain energy, but provides less nutrients to
replenish electrolytes. It also contains high-fructose corn syrup, which can lead to abdominal fat.
Red Bull: contains caffeine, but will not sustain energy levels for a long period of time or improve
performance.
Vitaminwater: contains ingredients to replenish your body, but contains large amounts of sugar.

Target Audience
The target audience is male tweens, ages 11-13. Their education level is 6th-8th grade. They live
an active lifestyle that is sports oriented and they are always looking for ways to improve their
athletic performance.

Target Audiences Current Thoughts
They view Gatorade as a top sports drink because they see athletes drink it. They also see it as
an electrolyte replenishing drink with a great flavor.

Product Benefits
Gatorade helps athletic performance and has a great taste.

Strategy Statement
We will reinforce Gatorades position in the tween market as the sports drink to advance athletic
performance.

Big Idea
Level up.

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Works Cited

Berry, Donna. "Sports Drink Evolution." Food Business News. N.p., 27 Aug. 2013. Web. 10 Sept.

2015.

Biesada, Alexandra. The Gatorade Company. Rep. N.p.: n.p., n.d. Hoovers. Web. 10 Sept. 2015.
Bloom, Beth. Nutritional and Performance Drinks- US. Rep. N.p.: n.p., 2015. Mintel. Web. 10 Sept.

2015.

Bloom, Beth. Sports Drinks- US. Rep. N.p.: n.p., 2012. Mintel. Web. 10 Sept. 2015.
Bryan, Derek. "Powerade Vs. Gatorade." LIVESTRONG.COM. LIVESTRONG.COM, 14 Apr. 2015. Web.

11 Sept. 2015.

Cherney, Kristeen. "Vitamin Water Health Facts." LIVESTRONG.COM. LIVESTRONG.COM, 05 May

2015. Web. 10 Sept. 2015.

Fitzgerald, Matt. "Energy Drinks vs. Sports Drinks." Competitor.com. N.p., 09 Dec. 2013. Web. 11

Sept. 2015.

Kusek, Kathleen. "Gatorade Turns 50." Forbes. Forbes Magazine, 3 Jan. 2015. Web. 10Gator Sept.

2015.

OToole, Connor. Personal interview. 13 Sept. 2015.

OToole, Owen. Personal interview. 13 Sept. 2015.
Rosanna. "Gatorade vs. Vitamin Water." Freshly Ground. N.p., 22 Apr. 2012. Web. 10 Sept. 2015.
Sadowski, Cooper. Personal interview. 13 Sept. 2015