Gatorade

from Wikipedia, the free encyclopedia
The old Gatorade logo as it was essentially in use from 1970 to 2009. Since 2009 the logo has shown the lightning bolt in the middle of a capital "G". However, in Europe the old logo is still used.
US logo by Gatorade
Gatorade in the glass bottle as it was sold in the 1970s

Gatorade is an isotonic drink made by PepsiCo today, non- carbonated . PepsiCo acquired the Gatorade brand in 2001 when it took over the maker of the drink, Quaker Oats Company .

The professor of medicine at the University of Florida , Robert Cade (1927-2007), created the drink in 1965 for the Florida Gators football team at the same college. "Gatorade" is made up of the name of the football team Gator s and the name of Robert C ade . From 1965 to 1970 the drink was called Stokely-Van Camp's finest Gatorade because it was produced and sold by the Stokely-Van Camp company. From 1970 the name Gatorade was enough. In 1983 the brand came into the possession of the Quaker Oats Company.

development

Even during the sales negotiations for the Quaker Oates Company and its Gatorade brand, PepsiCo's competition with Coca-Cola for the sports drinks market began. Finally, PepsiCo Quaker Oats was for 13.4 billion US dollars to purchase after Coca-Cola had withdrawn his offer. Gatorade dominated the market, but Coca-Cola countered with Powerade and fought a price war with Gatorade. Both companies ran large-scale advertising campaigns aimed primarily at young people.

In 2005, Powerade sales increased by approximately 28 percent. Coca-Cola was able to establish its brand, but not endanger Gatorade.

In 2009 Gatorade wanted to position itself better under the name G and a new bottle design, but achieved the opposite in spite of an advertising budget of 50 million dollars for the conversion. However, that amount for advertising was meager compared to 2007 ($ 137 million) and 2008 ($ 75 million). Gatorade's market share fell from 80 percent to 73.7 percent in the first quarter of 2009, while Powerade's market share rose to 25.1 percent in this beverage sector.

Gatorade recovered only slowly, which according to the management was mainly due to the economic development and the consumer trend towards cheaper beverages. Finally, Powerade also suffered a decline in sales, but by only 0.5 percent. However, Gatorade remained the market leader and was able to defend its position as the fifth largest beverage brand. Gatorade advertises primarily in the American professional basketball league NBA and sponsored 28 of 30 teams in the NBA in 2005.

Competitors

Gatorade's main competitor is Powerade , which is offered by the Coca-Cola Company . Before purchasing Gatorade, PepsiCo had its own sports drink, All Sport , but then sold it to The Monarch Beverage Company in Atlanta . In 2007, the All Sport brand went to Big Red Inc., which had the drink bottled and sold by the Dr Pepper Snapple Group .

Other national as well as smaller, regional providers compete on the German market with brands such as Adelholzener Active O2 , Gerolsteiner Sport or Rosbacher Sport .

Gatorade shower

A head coach receives a Gatorade shower

In American football , it is common for the head coach to be doused with a large bucket of Gatorade on the field after winning a major final game (e.g. a victory in the Super Bowl ). This "Gatorade Shower" or "Gatorade Bath" tradition began with the Chicago Bears of the early 1980s, but it became popular in 1987 with the New Yorkers Giants under Head Coach Bill Parcells . After Parcells' linebacker Harry Carson was insulted in the run-up to the game against the Washington Redskins , but then played very well, he retaliated by emptying a bucket full of Gatorade over Parcells after the victory. When the Giants started a winning streak, the superstitious coach stuck to this quirk: when the Giants won Super Bowl XXI 39:20 against the Denver Broncos , Parcells was showered with Gatorade in front of millions of people. The “Gatorade Shower” was later voted one of the 30 greatest Super Bowl moments by ESPN , has since acquired cult status and is an integral part of a Super Bowl victory celebration. When the victorious Giants were received by US President Ronald Reagan , Reagan emptied a Gatorade bucket over Carson - but the bucket only contained popcorn . Carson then poured what was left in the bucket over Reagan.

Gatorade itself had no influence on the Gatorade Shower, but benefited from free advertising in front of an audience of millions. Parcells and Carson later received lucrative advertising contracts worth US $ 120,000 and US $ 20,000 as a thank you.

Web links

Commons : Gatorade  - collection of images, videos and audio files

Individual evidence

  1. ↑ Andrew Ross Sorkin & Greg Winter: PepsiCo Said to Acquire Quaker Oats for $ 13.4 Billion in Stock New York Times, December 4, 2000. Retrieved September 12, 2013
  2. ↑ Jan Schwalbe: New Guarantees of Growth - Powerade versus Gatorade Finance and Economy from November 7, 2001. Accessed September 12, 2013
  3. ↑ Coca-Cola shares are not coming from the dry spell Frankfurter Allgemeine Zeitung - Finances of October 21, 2005. Accessed on September 12, 2013
  4. ↑ Jennifer Ashman et al .: Gatorade Marketing Campaign Analysis: Rebranding "G" . University of Michigan, April 2010, p. 20. Retrieved September 12, 2013
  5. ↑ Burt Helm: Gatorade Sells Plummet Bloomberg Business Week, April 24, 2009. Retrieved September 12, 2013
  6. ↑ Gatorade Training Center of the NBA