gatorade case study: fueling fast and future-focused brand insights through automation
TRANSCRIPT
Lauryl Schraedly Marketing Director, Consumer Insights &
Strategy at PepsiCo - Gatorade
Jeff Powell Executive Vice President
Added Value
Ryan Barry Senior Vice President
Zappistore North America
Reaffirm that our strategy of
targeting competitive athletes
works to reach the general
market
Does the NBA Dwyane Wade
campaign register with core
target, and are impacts seen
among general market
…target the few and sell to the many
…satisfy an important and enduring need
…deliver a great experience
…have a magnetic identity
…stand out with a distinct personality
…mine culture for new ideas to inspire desire
Breakthrough brand
insight solution
Quick-fire inspiration Holistic, strategic,
future-focused view
Fast and affordable On ZappiStore
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B
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R
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B
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Monadic Exposure
n=100 per brand by target group
1. Nat. rep. sample
2. NBA fans
3. Competitive athletes
Pre Wave: April 20th
Post Wave: May 23rd
Reaffirm that our
strategy of targeting
competitive athletes
works to reach the
general market
Total VIBE
157
130
140
100 (INDEX)
GM COMPETITIVE ATHLETES
157
130
140
108
87
86
COMPETITIVE ATHLETES
120 80
VIBE Competitive Athletes vs. GM
137
114
125
184
160
153
136
116
130
194
147
166
137
114
125
184
160
153
136
116
130
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147
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101
87
101
113
99
81
111
84
101
107
78
93
100 (INDEX) 120 80
Gatorade’s strong equity within the Competitive Athletes
translates to the General Market
173
143
156
Brand Presence
156
142
127
Brand Credit
173
143
156
126
92
123
156
142
127
116
89
63
100 (INDEX) 120 80
Does the NBA Dwyane Wade
campaign register with core
target, and are impacts seen
among general market
Total VIBE
157
108
161
115
GM
COMPETITIVE ATHLETES
Pre
Post
100 (INDEX) 120 80
113
130
99
135
147
109
However, there are signs that the campaign resonates within the GM
103
126 MEN
Pre
Post
Comm Intensity
Comm Memorability
Appeal of Mental Image
100 (INDEX) 120 80
Among Competitive Athletes, there’s a shift to a stronger Hero primary archetype,
and an emergence of Ruler within the Tertiary archetype
184
178
173
127
188
222
64
147
Research &
development
Methodology
Design
Survey
Scripting
Data Cleaning
Data
Collection
Stare at tables looking
for the story
Mistakes
Fiddle with ppt
Headlines
Consulting
Next Steps
Follow Up Project
De
live
r to C
lien
t V
alu
e/P
rofit
Automation
Report in
36 hours
Online marketplace
Automated research process and delivery
