Gatorade: scoring a touchdown with teen athletes

Expertise - GenZ and Millenials
  • Gen Z practice
  • In-home ethnographies
  • Marketing effectiveness
  • Consumer deep dives
  • Digital diaries
  • Communications strategy

We’ve partnered with Gatorade on various initiatives to help sustain their leadership in the sports drink category. Teen athletes are a core consumer of this iconic brand; in one of these initiatives, we dove deep to find meaningful ways to connect with this demographic and revitalize Gatorade’s role in their lives.

We kicked things off with immersive ethnographic team triads where we met respondents in their homes to explore their aspirations and relationships with teammates, family, and coaches as well as what role the brand and its product portfolio plays in their individual and social lives. Next, we held day-in-the-life virtual deep-dives with several days of activities that enriched our understanding of the segment, their brand relationships, and food and beverage products they’re consuming during athletic occasions and beyond.

Our work refreshed our client’s understanding of teen athletes, and it resulted in specific guidelines to inform engagement strategies and communications that resonate with their motives, needs, and day-to-day experiences.

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