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Gatorade wanted to target athletes and academies to promote the message of consuming only Gatorade after physical activity. EMB identified key academies and promoted the drink at events.
Gatorade, a Pepsico brand, aimed to establish itself as the preferred post-activity drink among athletes and sports academies. They sought to promote the message that Gatorade should be consumed after any physical activity. To achieve this, they needed a targeted strategy that included sponsorships, sampling, influencer promotion, and feedback from athletes. The focus was on engaging sports academies and leveraging events to build brand preference and awareness.
Academy Identification
EMB helped Gatorade identify key sports academies in Delhi NCR, where athletes could be targeted for effective brand promotion.
Event Sponsorship
Gatorade sponsored tournaments and sports events at the academies, increasing visibility and allowing athletes to experience the drink firsthand.
Sampling and Feedback
Athletes were provided with Gatorade samples during events, and feedback was collected to refine messaging and improve athlete engagement.
Social Media and Influencers
Social media campaigns and influencer collaborations were designed to amplify the message and reach a broader audience of athletes and sports enthusiasts.
EMB’s strategy helped Gatorade engage athletes and promote their sports drink in key academies, building awareness and preference for post-activity consumption.
Gatorade saw a 53% increase in athlete engagement through direct promotion at sports academies and tournaments in Delhi NCR.
Participation in Gatorade-sponsored events grew by 78%, with more athletes opting to try and use the product after physical activities.
Preference for Gatorade as the go-to post-activity drink increased by 34.7%, thanks to direct feedback and sampling during the events.
Conclusion
EMB’s targeted campaign helped Gatorade establish itself as the preferred sports drink in key sports academies across Delhi NCR. By sponsoring events, distributing samples, and leveraging influencer promotion, Gatorade saw a 53% increase in athlete engagement and a 34.7% rise in brand preference for post-activity consumption. The comprehensive approach effectively reinforced Gatorade's message as the go-to hydration choice after physical activity.
