Gatorade: Introducing new products for different groups - and for different athlete needs
Geoffrey Precourt
Sarah Robb O'Hagan and Stanley Hainsworth both earned their marketing stripes at Nike – O'Hagan as Nike's US marketing director and general manager of the company's Western region; Hainsworth as Nike's creative director for a dozen years.
When O'Hagan left Nike in 2008 to join PepsiCo's Gatorade as chief marketing officer, she admitted to the Association of National Advertisers' Creativity Conference that she felt "a real kind of a culture shock". At a major consumer-packaged goods marketer, she was facing a legacy of "quantitatively testing...