Gatorade - Alphabet

This is the story of how a global brand, with historically strong Canadian sales and share, was losing momentum, only to be revitalized by a fresh Canadian approach to its strategy and advertising.
Agency: Downtown Partners

Gatorade – Alphabet

Winner: Packaged Goods Beverages - Gold

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): April 2005–June 2006

Start of Advertising/Communication Effort: April 2005

Base Period for Comparison: Historical data, specifically 2003/04

This is the story of how a global brand, with historically strong Canadian sales and share, was losing momentum - only to be revitalized by a fresh Canadian approach to its strategy and advertising.

SITUATION ANALYSIS

Gatorade was introduced to Canada 20 years ago. Following the U.S. lead, it created the Isotonic Beverage Category. Gatorade targets young males who are athletically involved and...

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