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GATORADE
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45
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COMPETITORS:
Red bull: PowerAde: VitaminWater:
OBJECTIVES:• Target females ages 18-24 who engage in
moderate to low intensity activities such as yoga, aerobics, and Zumba.
• Focus advertising in major metropolitan areas. • Follow a continuity pattern to promote the idea
of a consistently healthy lifestyle and the ways in which Gatorade can fit into the everyday lives of our audience.
• Focus advertising on Selena Gomez campaign. • ·A budget of $10,000,000.
AUDIENCE:Colleges chosen for this campaign:
• The Ohio State University• 27, 864 females (49% of total student
population).
• New York University:• 27, 663 females (63% of total student
population).
• University of Chicago:• 7,639 females (51% of total student population).
• University of Southern California• 19,765 females (52% of total student
population).
• Texas A&M University:• 29,257 females (59% of total student
population).
TIME:
August 2014 – January 2015• Heightened advertising during:• Back to School season – August• New Year’s Resolution season – December
• Singer and actress Selena Gomez.
• Presented in all of Gatorade’s advertisements.
• Will hold concerts at the college campuses we’ve chosen.
SPOKESPERSON:
ADVERTISING STRATEGY:
• TV• Magazine • Billboard • Transit Media• Social Media• College Campus Concerts
TELEVISION BUDGET: $7,330,800
Network TV: $1,450,000
• Keeping Up With The Kardashians (E Network): $1,000,000 (20 commercials).
• Pretty Little Liars (ABC Family): $450,000 (9 commercials)
Cable TV: $5,880,800
• Glee (FOX): $2,136,000 (8 commercials)
• American Idol (FOX): $3,744,000 (8 commercials)
All commercials will run for 30 seconds each.
MAGAZINE BUDGET: $1,903,000
Self: $525,000 - 3 (2 page) Advertisements
Women’s Health: $430,000
- 2 (2 page) Advertisements
Cosmo: $948,000- 5 (1 page) Advertisement
BILLBOARD BUDGET: $375,000
Billboards will be within our geographic locations: (eHow)
- The Ohio State University (Columbus, OH): $75,000
- New York University (New York, NY): $75,000
- University of Chicago (Chicago, IL): $75,000
- University of Southern California (Los Angeles, CA): $75,000
- Texas A&M University (College Station, TX): $75,000
TRANSIT MEDIA BUDGET: $375,000Transit Media ads will be within our geographic locations: (eHow)
- The Ohio State University (Columbus, OH): $75,000
- New York University (New York, NY): $75,000
- University of Chicago (Chicago, IL): $75,000
- University of Southern California (Los Angeles, CA): $75,000
- Texas A&M University (College Station, TX): $75,000
SOCIAL MEDIA BUDGET: $61,200
- Facebook: $20,400- 17,000 clicks per month- Sponsored Ads- Links- Pictures
- Twitter: $20,400- 17,000 clicks per month- Sponsored Hash tags- Retweets
- YouTube: $20,400- 17,000 clicks per month- Ads before videos
#GFit
TOTAL BUDGET: $10,000,000