Campaign details
Brand: GatoradeBrand owner: PepsiCoEntrant company: Mindshare China, ShanghaiMarket: ChinaSector: Energy drinksMedia channels: Competitions & contests, Online video, Social media, Sponsorship - sportsBudget: 500k - 1 million
Executive summary
As a sports supplement beverage, China's basketball community of over 300M players is a key target.
However, the association between Gatorade and basketball is low in China, despite Gatorade being one of the NBA's global sponsors. Gatorade needed to find a way to connect with the basketball community to drive brand love, preference, sales and fan base....