Gatorade: Build a Dream

Cassie Li, Nicholas Short

Gatorade, a sports beverage brand that is the official global sponsor of the NBA, is not closely related to basketball in the Chinese market. The 300 million basketball population in China is an important potential consumer group for the brand. The brand hopes to establish with the local basketball crowd. Link, improve product awareness and preference, further open the market, and increase sales.

Case details

Brand: Gatorade

Brand owner: PepsiCo China

Main Agency: Mindshare China

Secondary agency: Accenture Interactive; One Ball

Put on the market: Mainland China

Running time: September 16, 2019-December 30, 2019

Industry: Beverage

Media channels: video media, online communities

Budget: 7 million

Case summary

For sports drink brands, China's 300 million basketball population is a vital target consumer group.

However, in China, even though Gatorade is an official sponsor of the NBA, it is not closely related to basketball. Gatorade urgently needs to establish a connection with the huge...

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