{"id":10915,"date":"2017-12-19T08:49:00","date_gmt":"2017-12-19T08:49:00","guid":{"rendered":"https:\/\/preview.prophet.com\/?post_type=case-studies&p=10915"},"modified":"2022-10-31T08:45:52","modified_gmt":"2022-10-31T08:45:52","slug":"gatorade","status":"publish","type":"case-studies","link":"https:\/\/prophet.com\/case-studies\/gatorade\/","title":{"rendered":"Gatorade"},"content":{"rendered":"\n
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CASE STUDY<\/strong><\/p>\n\n\n\n

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Gatorade <\/h1>\n\n\n\n

Rehydrating an iconic beverage brand <\/p>\n<\/div>\n<\/div>\n\n\n\n

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Challenge<\/strong><\/h2>\n<\/div>\n\n\n\n
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Gatorade, the one-time leader in the $5BN hydration category, was losing relevance among competitive athletes. The landscape was proliferated with energy drinks, enhanced waters and other sports drinks, and athlete needs were changing.<\/p>\n\n\n\n

Prophet partnered with Gatorade to rehydrate this iconic brand, and create an unprecedented path for growth<\/a> through new athlete needs, occasions and categories.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Solutions<\/strong><\/h2>\n\n\n\n

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We conducted extensive elite athlete research – attended (and participated) in marathons and triathlons, conducted digital ethnographies and hired videographers to journal athletes\u2019 journeys in training and competition.<\/p>\n\n\n\n

Through this research, we uncovered eight functional needs that athletes had in addition to hydration, as well as what they consumed, when, where, why, etc. We learned that Gatorade was the #1 most trusted brand in sports fuel, yet only participated in hydration. And although Gatorade continues to dominate the hydration category, less than 10% of athletes\u2019 consumption needs are related to hydration.  For the remaining 90% of athletes\u2019 consumption needs, there is no trusted brand. Gatorade is one of the most trusted brands in the category, but it didn\u2019t even have a product.<\/p>\n\n\n\n

By understanding the wide range of need states for athletes, it enabled us to build a plan for Gatorade’s growth from a \u201chydration brand\u201d to a \u201csports fuel company\u201d which included the launch of a variety of new products.<\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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Results<\/strong><\/h2>\n<\/div>\n\n\n\n
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As a result of our work, Gatorade has embarked on its most aggressive brand transformation ever from hydration to sports fuel and achieved remarkable business impact such as:<\/p>\n\n\n\n