Gatorade Organic October 17th, 2016

BMK 713 MMS

Purpose of the Brief:

Launch of G Organic in Canada.

Problem / Opportunity Statement:

The market of products labeled as organic has exploded in recent years, to $43.3 billion in the U.S. alone in 2015.
Therefore, brands found here an opportunity to implement themselves in a market in order to respond to these new
consumption trends and lifestyles.

Situation Analysis:
Implemented in the sports drinks market since 1986, Gatorade is considered as one of the leader. Gatorade Thirst
Quencher is executing 70% of sales on the market of sugar waters. A large range of sports beverages based on
performance, hydration and nutrition are proposed to customers. Gatorade invests a lot in terms of sponsorships for
professional athletes in order to glamorize its image of sports drinks brand, however it is perceived by the general public
as a tasty drink, consumed as a refreshment. Launching G Organic is a challenge: wants to convince a specific target
market to consume a low-calories and organic beverage.

Competitors:
Aspire Sports Drinks which defend its products as significantly less sugar and none of the artificial ingredients.
Also, the approach is an attempt to reach the growing market of consumers who seek out the term. The company is
responding to pressure from challengers like coconut water, as consumers are focused more than ever on
ingredients (Kaplan).

Who is our Target Audience? Who Are We Talking to?

Male and Female, 18 to 45 years old, average income and plus, reside in urban areas and suburbs. It can be a student
athlete at university, a housewife, or a manager practicing a sport activity for his pleasure at least twice a week for
more than two hours. Practicing sport has a signification for these people: increase their capacity, a mean in order to
exit from routine life. Consequently, they are sports lovers: watching regularly sport competitions on TV. They admire
high-level athletes. They are heavy users: practicing sport is more important than their own job. They are most likely
organic products buyers. Criteria in order to buy a product: ingredients, provenance (locally preferred), packaging,
advertising and communication. They shop at in the main grocery stores such as Loblaws, but they like independent
retailers for instance to buy fruits or vegetables (organically oriented).

Relevant Consumer Insight:

Nowadays, people are looking for healthier alternatives to hydrate after practicing a sport activity.
Consumers are paying more attention on chemical or natural elements composing a consumer good, looking for
sugar-free and natural/ organic products).
Organic consumers like to be aware that products they purchased are certified, labeled by trustful organizations.

Marketing Objectives:
Grow revenue by 3% and grow dollar spend by buyer.

Integrated Marketing Communication Objective(s):

Create a high awareness and encourage trial toward Gatorade G organic among target audience.
Drive a loyal relationship based on performance, sport, transcendence).

Message:
By introducing G Organic in the market of sport drinks, Gatorade wants to offer consumer an organic and effective
beverage for athletes in Canada. Less-sugar, less additional and more natural ingredients in the formula, but still
Kaplan, Jennifer. "Gatorade Goes Organic as PepsiCo Joins Natural-Product Push." Bloomberg.com. Bloomberg, 30 Aug. 2016. Web. 15 Oct. 2016.
offering the target audience the quality of a sport drink in order to increase their performance, hydration and nutrition
they expect.
Tone: Positive, encouraging (in terms of sports achievement), emotional appeal via motivation, going beyond the
limits.

Positioning Strategy and Positioning Statement

To those looking for an organic but highly efficient beverage after a high sport activity, Gatorade provides G
Organic, a singular organic and natural beverage containing only 7 ingredients. Enough to keep increasing your sport
performance while preserving your health and hydration.

Reason To Believe:
Consuming labeled organic is good for health Approved by USDA.
Gatorade provides quality sports beverages and educate people to use it for the right purpose.

Media Strategy:
National launch Cross-Canada, including Quebec (French translation required). The launch is for February 2017.
Gatorade is opened to different types and cross-channel campaigns including traditional and nontraditional media.
Idea: Use social media communities, capitalize on Gatorade sponsoring and partnerships.

Brand personality: Sport lover, confident, adventurous, health conscious

Mandatories:
1.French translation required.
2.Include a specific statement mentioning G Organic is a Gatorade sub-brand.
3.Respect the graphic codes of Gatorade and G Organic: logos, colors, typography.
4.Include G Organic pack shots of the 3 flavors.
5.Include specific mandatories Canadian statements about Health required in advertising.
6.Three to four concepts have to be presented by the agency.

Support claims:
A product certified organic by the U.S. Department of Agriculture.
G Organic is composed of seven natural ingredients providing a healthy less-sugar sport drink.

Budget:
Total of CAD$4.5M. AOR/Lead agency.

Agency partnership: TBWA Juniper Park, TBWA TAM-TAM, agencies that are partners with TBWA Group.

Timing key dates:

November 21st 2016 Meeting about the brief from Gatorade to TBWA.
December 16th 2016 TBWA is presenting campaigns concepts to Gatorade.
December 27th 2016 Meeting Approval of Gatorade to a final proposition of TBWA.
January 2nd, 2017 Meeting/Call review the selected proposition by TBWA for Gatorade. (if necessary).
January 9th, 2017 Meeting Gatorade final approval.
Note: From Jan. to Feb: campaign testing.

Kaplan, Jennifer. "Gatorade Goes Organic as PepsiCo Joins Natural-Product Push." Bloomberg.com. Bloomberg, 30 Aug. 2016. Web. 15 Oct. 2016.