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...