Having sponsored several major sporting events over the past year, including the NBA playoffs, the team behind the Gatorade sports drink needed to reaffirm that their strategy of targeting competitive athletes at sports events was an effective route to reach the general market.
They also wanted to get a read on whether their NBA Dwyane Wade Campaign had registered positively with their core target market of competitive athletes and whether a lift in brand perception had been seen amongst the general market.
Two target groups were chosen for the study, the core audience of competitive athletes and the general market.
To qualify for the study, each respondent was required to have some previous awareness of Gatorade. As benchmarks, both Red Bull and Powerade were also assessed by comparable, but independent samples.
Using Added Value’s VIBE analysis in Snapshot, which uncovers how resonant a brand is in culture by measuring how Visionary, Inspiring, Bold and Exciting it is, the Gatorade brand was found to have out-performed the competing brands amongst the target market.
Gatorade was also the most culturally vibrant among the general market.
Overall brand equity is strong within the competitive athletes group for all of the brands, but only Gatorade’s brand credit carries over to the general public.
By executing the research on ZappiStore, the marketing team at Gatorade were able to access these insights within a matter of hours and was able to confidently agree that the current strategy for Gatorade was still effective.