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POLL POSITION
What Are You Watching In April 2018
 
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QUICK HITS

• Through the first two weekends of the NBA Playoffs, national ad spend has reached $135.1 million across league media partners: TNT, ESPN, ESPN 2, ABC and NBA TV, according to iSpot.TV.  That is down from $145 million at the same point a year ago. Leading brands are Burger King (232 spots), Taco Bell (197), Verizon (158), Gatorade (157) and Corona Extra (147).

• NBC Sports said its coverage of the 2018 NHL Stanley Cup Playoffs across the networks of NBCUniversal is averaging a Total Audience Delivery of 751,000 viewers through Sunday, the best in four years through the first 12 days of the playoffs. Coverage on NBC is the best since 2015, while cable coverage on NBCSN is the best in six years. Live streaming of the first 12 days of the Stanley Cup Playoffs has set records in all key metrics.

• Olympic Gold Medalist and 4-time World Championship cross-country skiing medalist Jessie Diggins has signed with Ross-Simons jewelers. According to Diggins, “Fabulous jewelry at great values is what Ross-Simons is all about, and I believe in the sincerity of that message.

KEEPING SCORE

Top Selling NBA Footwear
1. LeBron James Nike
2. Under Armour Footwear
3. Chris Paul Nike Jordan
4. Kevin Durant Nike
5. Converse Shoes
6. Slide Sandals
7. Carmelo Anthony Nike Jordan
8. Stephen Curry Under Armour
9. Jordan Shoes
10. Stance Socks

SOURCE Store.NBA.com

BUY SELL

WEEKEND BOX OFFICE (April 20-22)
1. A Quiet Place $22M
2. Rampage $21M
3. I Feel Pretty $16.2M
4. Super Troopers 2 $14.7M
5. Blumhouse's Truth or Dare $7.9M
6. Ready Player One $7.5M
7. Blockers $6.9M
8. Black Panther $4.6M
9. Traffik $3.9M
10. Isle of Dogs $3.4M
SOURCE COMSCORE

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Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99

Entries in Vitaminwater (1)

Saturday
Feb062010

Can Gatorade Reach Goal To Regain Ground With G Series?

February 6, 2010: PepsiCo's Gatorade still owns a Goliath's share of the sports drink category at more than 80%. But Gatorade's share used to be over 90%. Last year, it repositioned itself as 'G," but still saw sales decline and even discontinued its under-performing Tiger Focus along with some other lines, not because of Tiger Woods' personal problems but "to make room for our planned series of innovative products in 2010."   Industry analysts said that Gatorade sales were down 14% through the first three-quarters of 2009 and that TIger Focus was down almost 35% versus the previous year.

Meanwhile, the Davids of the category, which overall has taken a sales hit, have been grabbing some of Gatorade's defecting consumers in what has been a vibrant attempt to bring the giant down, including Coca-Cola's PowerAde, which has about 25% of the market, sibling Glaceau Vitaminwater, Mott's Accerade and All-Sport.


Concurrently, Gatorade has had a significant shake up in marketing, naming Jennifer Storms as svp-sports marketing last June to replace Jeff Urban, who resigned that month after 10 years with the company; and hiring Andrea Fairchild as vp-marketing last month, filling a position vacated by John Galloway in November.

For the second time in as many years, Gatorade is undergoing a complete transformation. The brand is now unveiling G Series in an attempt to "stake out new ground by delivering a broader product line to help address the sports performance needs of more athletes," according to PepsiCo. G Series is described as "a new line of sports performance products that provide the fluid, fuel, and nutrients athletes need before, during, and after a workout, practice or competition."

The official launch has come during Super Bowl XLIV week, where the brand set up a Gatorade Performance Lab and had visits from NFL players including Eli Manning, Matthew Stafford, Tony Gonzalez, D'Brickashaw Ferguson and Vincent Jackson, as well as upcoming draft selections Sam Bradford and Tim Tebow. During the game itself, consumers will see a Web spot and prime product placement, with a new logo, in territory that Gatorade continues to own — along the sidelines. Either Sean Payton, head coach of the New Orleans Saints, or Indianapolis Colts head coach Jim Caldwell will get doused with a G Series product on national TV.

Discontinued by Gatorade.Afterward, marketing will continue to utilize Gatorade's extensive roster, including Usain Bolt, Serena Williams, Peyton Manning, Misty May-Treanor, Dwyane Wade, Derek Jeter, Ellery Hollingsworth and Landon Donovan. Support will include print, online and experiential activation. Lead agency is TBWA\Chiat\Day, Los Angeles.

"Our goal is to leverage our scientific resources and knowledge of athletes to redefine the sports performance nutrition landscape," Sarah Robb O'Hagan, CMO for Gatorade, said in a statement. "As a first step, we are innovating our product lineup to meet a greater range of needs for more athletes."

Each product of the G Series is designed to meet the distinct performance needs around workout or competition usage: Gatorade Prime 01 for use within 15 minutes of a workout or competition; Gatorade Perform 02/Thirst Quencher for use during physical activity; Gatorade Perform 02/G2, a low-calorie drink during exercise; and Gatorade Recover 03 to provide hydration and muscle recovery benefits after exercise.

"Every successful brand evolution delivers a one-two punch of image and innovation, and the G Series is a major step on our journey from a sports drink to a sports performance innovation company," said O'Hagan. "For too long, this category has relied on flavor extensions and it's time to reset the clock in terms of functionality, and that's what we're doing in 2010."

Scene from 'The Journey.'The TV spot, "The Journey," is played out to 2010 NFL playoff scenes of players in action, on the sidelines and in the locker room, interspersed with shots of Gatorade products being used. In voiceover, rap musician/actor Common explains, "Twelve begin the second season. Twelve tribes converge . . . But 12 become eight  . . . eight become four . . .  four become two." The spot concludes with shots of both the Colts and Saints before text reads, "Only one will be remembered." The full spot runs a minute and a half but Gatorade will also break it into 15- and 30-second slots.

The G Series products are scheduled to hit retail in stages, with G2 now on shelf in its reframed Perform 02 label, Gatorade Thirst Quencher with its G Series label Gatorade Perform 02 in March and Gatorade Prime 01 and Gatorade Recover 03 in April, all at grocery, drug, convenience, mass and club stores. 

 

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