Ch. 16 - Advertising, Public Relations and Sales Promotion

Gatorade has got to this point thanks to their form of advertising. This form they chose may be on of the most effective ways to get to the public. A huge portion of America as well as the world are very interested in American Sports, and Gatorade is the official drink in all the major professional sports. Also, Gatorade has specific athletes in each sport to represent their drink and this helps promote their product to levels unlike any other drink or product in a general sense. Gatorade also has commercials with the athletes drinking the drink, showing how even the best use it. The role model effect has a huge factor. Every athlete sitting on the bench, always has a cup with the Gatorade logo on it, which then imprints the memory with this lightning bolt which always connects the viewer immediately with Gatorade itself.