Gatorade: Introducing new products for different groups - and for different athlete needs

Geoffrey Precourt

Conference report from the Association of National Advertisers' Creativity Conference, discussing Gatorade's post-recession marketing strategy.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands