NON-CARBONATED DRINKS GATORADE VS. HONEST TEA Callan Fitz Patrick Alison Altomari Brittany Hurley.
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Transcript of NON-CARBONATED DRINKS GATORADE VS. HONEST TEA Callan Fitz Patrick Alison Altomari Brittany Hurley.
INTRODUCTION Agenda
Survey Results - Gatorade Framework - Gatorade Gatorade Ad Survey Results - Honest Tea Framework - Honest Tea Honest Tea Ad Summary/Conclusion
SURVEY RESULTS - GATORADE
1. What are 3 characteristics of a Gatorade drinker? athletic, active, body conscious, hung-over, fierce, thirsty, energetic,
dehydrated, sweaty
2. What is the appeal of drinking Gatorade? electrolytes, makes you feel good, quenches thirst, revitalize, energetic, few
calories
3. If you had to assign an age and gender to Gatorade what would it be? 100% of respondents said male, age 12-30
4. What situations would you find people drinking Gatorade?
working out, sports practice, sporting event, after drinking.* 8 out of 9 said something active
5. If you had to assign a color to Gatorade what would it be? Why? 2 red, orange, 3 blue, 2 lemon lime, green
* sweat ad, lighting bolt, ads, popular flavor
GATORADE BRAND PERSONALITY FRAMEWORK
Gatorade
Active Revitalize Masculine Ruggedness
•Athletic
•Body conscious
•Dehydrated
•Electrolytes
•Few calories
•Energetic
•Males •Outdoorsy
•Tough
•Athlete
AD - GATORADE
-Athletic/Active, Masculine, Body Conscious-Consistent with consumer perception of brand-Improve by including product & relate more to the average consumer
SURVEY RESULTS – HONEST TEA
1. What are 3 characteristics of a Honest Tea drinker? healthy, nature lover, earthy, tree hugger, organic, older people, snooty,
yuppie, educated, sophisticated, trendy, natural
2. What is the appeal of drinking Honest Tea ? refreshing, fruity, all natural, organic, healthy, antioxidants
3. If you had to assign an age and gender to Honest Tea what
would it be? 8 out of 9 respondents said female, age 18-30
4. What situations would you find people drinking Honest Tea?
taking walk, lunch, outside, reading a book, summertime, picnics, in a park
5. If you had to assign a color to Honest Tea what would it be?
Why? 50% green, 50% brown
* earthy, healthy, natural, color of iced tea
HONEST TEABRAND PERSONALITY FRAMEWORK
Honest Tea
Healthy Feminine Down-to-Earth
•All natural
•Organic
•Antioxidants
•Active
•Educated
•Trendy
•Pretentious
•Females •Laid Back
•Tree hugger
•Environmentally conscious
Sophisticated
AD- HONEST TEA
-Consistent with research: Healthy (antioxidants), Down to Earth (simple, honest)-Availability at Wawa can help reduce the perception of the brand as being “pretentious”