1. Gatorade G Series
Hannah Schrader, Shawnee Sellers, Teodora
Yordanova, Tyler Soliday
RTV4930 | Strategic Brand Management

2. Existing Brand Knowledge
• Gatorade was well-regarded as the original
sports performance enhancer at the start of
its “G Series” product expansion.
• Gatorade was formulated at the University of Florida in 1965, and carries strong ties with
the research departments & athletic teams.
• Regarded in the business world as an phenomenal innovation in the beverages industry,
having successfully created originated and lead the sports drink industry.
• Gatorade was formulated at the University of Florida in
1965, and carries strong ties with the research
departments & athletic teams.

3. &
• Coca-Cola, which had been on sale at UF for at least 40 years and had been the only line
of soft drinks available until Quaker Oats, the owner of Gatorade, was bought by Pepsi.
• The University of Florida signed an exclusive 10-year agreement with Pepsi Bottling Group
in 2005, causing Coke to disappear from drink machines on campus and other university-
affiliated facilities after August 15, 2005, and was replaced with Pepsi products.
• Students, faculty, sports fans and Shands visitors are able to buy only Pepsi products,
including Sierra Mist, Lipton Iced Tea and Starbucks Frappuccino in dormitory cafeterias,
university-affiliated hospitals, ball games and vending machines. The contract extends to all
of Shands properties, the University Athletic Association and P.K. Yonge Developmental
Research School.

4. &
Pepsi Deal Includes:
• 350 Cases of Soft Drinks • Ed Poppell, UF’s Vice President of Administration
• 250 cases of soft drinks to the University Athletic Finance, attributes Gatorade’s strong associations
Association with the University of Florida as the leading
• $1,000 Minimum In Pepsi merchandise to the UAA. motivator of Pepsi’s aggressive efforts to secure the
• 250 hats to the UAA Gatorade distribution contract.
• 100 Polo Shirts to the UAA.
• 150 Shorts Designed For The Florida Relays To The • The deal was expected to bring more
UAA. than $27 million to the university.
• 400 Cases of Soft Drinks To Shands
• The agreement gives Pepsi the right to market itself as "The official soft drink of the University of Florida,"
put up advertising signs in Ben Hill Griffin Stadium and the O'Connell Center and exclusively sell its
products in the more than 400 vending machines on campus.
"We've had a rich history and partnership with Coke, and I can't say enough good things about the
company. . . . But this was a business deal that UF made."
-Ed Poppell, Vice President for Administrative Affairs- University of Florida

5. Gatorade Licensing
• After its creation at the University of Florida in 1965,
Gatorade went on to become one of the leading market
share holders in the sports drink industry.
• With almost 90 percent of the market dominated by
Gatorade, competitors like Coke and Pepsi tried to take
back part of the market with competing products like
Powerade, but failed in taking back significance in the
market.
"We've had a rich history and partnership with Coke, and I can't say enough good
things about the company. . . . But this was a business deal that UF made."
-Ed Poppell, Vice President for Administrative Affairs- University of Florida

6. Gatorade & “Big Beverage”
• Gatorade’s success as the world’s leading spots drink seller lead its competitors of
major soft drinks to look at different agreements to work with Gatorade, mutually
selling its own soft drinks and Gatorade.
• Coca-Cola was successful in contracting a deal with UF in the 60s, becoming the
sole soft drink sold on campus and other University Associations and selling
Gatorade separately. The deal proved mutually beneficial for both companies but
excluded Coke from selling their leading sports drink Powerade.

7. Application of the G Series
• Gatorade’s partnership with schools
extends beyond the University of Florida
• The G Series’ mobile locker room travels to
different high schools
• The G Series’ Innovative Ad Campaign:
Mobile Locker Room
• The brand extended to include the G Series
Fit, which continued to center on athlete
endorsements
• “Each product in the series was inspired by
fitness athletes and designed by Gatorade.”
• The G Series refocused the product on the
core athletic consumer, using secondary
brand associations
• These associations add specifically to the
awareness and credibility of the Gatorade
brand.

8. Athlete Endorsements &
The Gatorade Brand

9. Key Factors To Gatorade’s Sales & Popularity
Growth
• Gatorade used catchy and memorable television & print
advertisements as channels for their celebrity endorsements
& associations.
• Emphasizing & successfully branding the importance of recovery & rehydration in
athletes.

10. Strategic Athlete Endorsement Selection
• Brand managers have also been successful in regards to
the select partnerships with athletes that have
represented Gatorade
• Integration of diverse sport categories
and the use of successful athletes
from each category have helped to
produce the concept of Gatorade’s
universal efficacy and functional
benefit to consumers, no matter what
sport activities they participate in.

11. Gatorade’s Media Mix
• Gatorade utilizes multiple media outlets and engaging online
content
• Partnerships are complemented via affiliations with NBA,
NFL, National Football League, National Hockey League,
Women’s NBA, MLS Pro Soccer, and AVP Pro Volleyball
• Audiences are free to explore profiles of the athletes featured
throughout any Gatorade campaigns and learn about their
professional successes via main Gatorade site
• This supports the brand’s positioning and product values
• And moreover enhances the like-ability, meaningfulness, and
favorable ties audiences can identify and connect with

12. Famous faces that have endorsed
the brand include…
• Dwight Howard • Serena Williams
• Vince Carter • Dwyane Wade
• Mia Hamm • Misty May-Treanor
• Eli Manning • Derek Jeter.
• Peyton Manning • Ryan Lochte

13. Works Cited
"Gatorade range is extended for workout market." Grocer 3 Dec. 2011: 24. General OneFile. Web. 9 Nov.
2012.
http://go.galegroup.com.lp.hscl.ufl.edu/ps/i.do?id=GALE
%7CA276137400&v=2.1&u=gain40375&it=r&p=ITOF&sw=w
Web & Multimedia Sources
Steven, R. S. (2000, Dec 11). Gatorade extended quaker's longevity. Crain's Chicago Business, 23, 4-4.
• http://adage.com/article/news/ Retrieved from http://search.proquest.com/docview/198388038?accountid=10920
gatorade-launches-g-series-fit- "MARKETING REVOLUTION: How Gatorade is leading PepsiCo." Marketing Week 10 Mar. 2011: 19.
dedicated-ad-blitz/227315/ General OneFile. Web. 9 Nov. 2012.
http://go.galegroup.com.lp.hscl.ufl.edu/ps/i.do?id=GALE
%7CA264410137&v=2.1&u=gain40375&it=r&p=ITOF&sw=w
• http://www.gatorade.com/
default.aspx#mobilelockerroom
?s=inside-mlr&es=inside-the-
locker-room UF, shands HealthCare, UAA sign agreement with Pepsi bottling group. (2005, May 18). Business
Wire. Retrieved from http://search.proquest.com/docview/445424954?accountid=10920
• http://www.pepsico.com/
Download/GSeries_FIT-no-
"MARKETING REVOLUTION: How Gatorade is leading PepsiCo." Marketing Week 10 Mar. 2011: 19.
pricing_5.26.11_v1.pdf
General OneFile. Web. 9 Nov. 2012.
http://go.galegroup.com.lp.hscl.ufl.edu/ps/i.do?id=GALE
%7CA264410137&v=2.1&u=gain40375&it=r&p=ITOF&sw=w