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Target Audience

and a Look at Gatorade®

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A Short History of Gatorade

In 1965, team doctor Dana Shires and research professor Robert Cade developed a carbohydrate and electrolyte drink they hoped would keep University of Florida football players hydrated.

After using the new concoction, the Gators went 7-4 in 1965, 9-2 in 1966, and won the Orange Bowl in 1967. The players were convinced the Gatorade helped them to stay strong in the hot Florida sun, and turned their losing season into a winning one.

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Gatorade expanded its market in the 1970s to a variety of sports, both amateur and professional.

In the 1980s, Gatorade established an exercise physiology laboratory to study exercise, sports medicine and nutrition, and provide information for sports and health programs worldwide.

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In 1991, Gatorade introduced the “Be Like Mike” commercial campaign using professional basketball player Michael Jordan.

In 2001, Gatorade released Gatorade Thirst Quencher, Gatorade Energy Bar, GatoradeEnergy Drink, and Gatorade Nutrition Shake.

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What are the themes of Gatorade commercials today?

What is the target audience of Gatorade products?

How would you build a Gatorade commercial to

appeal to the people in your community?

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What is a target audience?

A target audience is a specified audience or group of people for whom a production is

intended.

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Define your target audience by addressing each of the following:

•Setting

•Talent

•Tone and Dialogue

•Music

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The time, place, environment, and surrounding circumstances of an event, story, play, etc.

Settings to consider for a Gatorade commercial:

Ages 7 to 14 Ages 15 to 30 Ages 31 to 45 Over 45

School playground and gymnasium

Soccer field

Dance studio

Little League baseball field

Skateboard park

School athletic fields and gymnasium

College or professional athletic arena

Commercial gym

Running track

Mountain bike trail

Commercial gym

Tennis court

Aerobics room

Biking trail

Bowling alley

YMCA

Golf course

Walking and hiking trail

Stationary bicycle

Swimming pool

Setting

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Ages 7 to 14 Ages 15 to 30 Ages 31 to 45 Over 45

Gymnast

Olympic skater

Film celebrity

Boys and girls next door

All girls

All boys

Professional golfer

College students

Film celebrity

Singer/entertainer

NASCAR driver

Single people

Families

Married people

Professional football player

Out-of-shape accountant

High school coach

Recently retired celebrities

Oarsman

Professional golfer

Professional coach

Talent

A collective term that includes people who appear in any type of program and people who provide narration for programs.

What talent would you use to sell Gatorade?

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Tone and Dialogue

Ages 7 to 14 Ages 15 to 30 Ages 31 to 45 Over 45

Be like the “big kids”

Be like Mom or Dad

Grow strong

Have fun exercising

No limit to the possibilities

Loud and boisterous

“In your face” attitude

Challenging and encouraging to win

Achieve the goal of becoming a professional athlete

Hang on to the glory years

Exercise to maintain or enhance physical appearance

Train smarter to maximize time and avoid injuries

Develop new athletic skills and interests

There is still an athlete in all of us who wants to train and workout

The primary reason for exercise is to maintain physical and mental health

Competition is with yourself

Reflects the overall theme or concept of the commercial. Consider not only what is said, but how it is said through pace, inflection, articulation, and body language.Tone/dialogue considerations to sell Gatorade:

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Music

Ages 7 to 14 Ages 15 to 30 Ages 31 to 45 Over 45

Teen pop

Girl groups

Boy groups

Rap

Hip-hop

Heavy metal

Top 40

Techno

Rap

Hip-hop

Ska

Progressive rock

Industrial

Country

Punk

Heavy metal

Easy listening

New age

R&B/Soul

Disco

Latin jazz

Funk

Reggae

Country

Classic rock ‘n roll

’50s music

Big band

Beach music

Classical

Blues

Disco

Jazz

Funk

Reggae

Helps set the tone and create a mood. It can be used to reinforce a commercial’s content or provide irony.

What music would you use to sell Gatorade?

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What does the age of the target audience have to do with the type of talent used in

the commercial?

What does the talent in a commercial have to do with the setting?

What is the most important factor in helping to define a target audience? Why?

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Online Resources

Target Marketing Magazine

• www.targetmarketingmag.com

Gatorade Sports Science Institute

• www.gssiweb.com