Gatorade today announced the national launch of its first unflavored water – Gatorade Water – bringing the trust and credibility of the leading sports drink to a new aisle.
Click here to read the press release at prnewswire.com.
Discussion Questions:
- There are dozens of water brands already available to consumers. Why might marketing be important to Gatorade for the new product to be successful?
- What is positioning?
- Why is positioning important?
- How is Gatorade positioning its new water product?
- What is brand extension?
- How might this story represent an example of brand extension?
- Gatorade’s press release states that the launch of Gatorade Water brings “the trust and credibility of the leading sports drink to a new aisle.” What does that mean?
- How does that represent an example of brand strength?
- Why do you think they are using recycled plastic for packaging?
- Might that represent an example of marketing and/or positioning? How so?
- What is a product endorsement?
- Why do you think Gatorade chose to incorporate choreographers and dancers to endorse the new product?
