u might already have one of those fancy big name agencies running the account, but we dont mind sharing (we dont mind not sharing either… if u catch our drift)

so here is the important stuff u might wanna read about our plan of action. or u could just trust that we are the shit and cut a check…. or read

BRAND REALITY

The sports drink market is dominated by Gatorade, which commands a little over 80% of market share (htt). This is an important acknowledgement because any marketing plan must be cognizant of this overwhelming reality. We see the presence of Gatorade as an opportunity to create an environment that supports the brand’s growth. This opportunity is present in the understanding that the majority consumption of sports drinks is motivated largely by brand affinity as opposed to product differentiation. The evidence of this claim is immediately apparent, when you consider that most sports drink makers generally market similar products (regular, low calorie, zero calorie). Along with this consumption has become decidedly more educated due to the availability of nutritional information. Going back to the opportunity available to the brand, there is ample room for growth by creating a two pronged marketing strategy that focuses on brand definition and brand differentiation. This strategy will create advantageous residual benefit in the elevation of the brand identity from sports drink to lifestyle beverage. This brings us to another major point of recognition;

The players in the sports drink market (excuse the pun) have become increasingly blurred in recent times with the introduction of fitness waters; propel, vitamin water, sobe life waters, etc. The marketing behind these products are subtle- suggesting sports performance and healthfulness- conspiring to create what we call lifestyle beverages; drinks that are suitable both for work and play. Embracing this designation, while initially profitable, the brand suffers the risk of diluting its core message as a sports drink. However if the consumption behavior organically trends in this direction then new avenues could be opened. The key is not to make an overt play for this market; this is the reality of our opportunity. We differentiate the brand from the market leaders by returning to the basics; sports and activity, while highlighting the shift of our competitors into the lifestyle beverage category, thereby placing their credibility into question.

BRAND STRATEGY

Sometimes the most obvious answer is the best answer, as Carville said “it’s the economy stupid!” its all about performance and winning. This is what the best brands are built on, a message that answers the consumers’ question “what can you do for me?” Gatorade succeeded tremendously because it aligned itself with winning sports performance (granted it created the industry). Similarly this brand was created on the premise that it could further an athlete’s performance, hence the brand message has to reflect the brand’s core specialization. Although this approach is not novel, the devil is in the execution. How do you communicate the message without regurgitating the same stale ideas from competitors?

Ultimately, the brand will be genuine. Its message will reflect the reality of competition and performance. The struggle and discipline required to win, and the joy derived from the capture of victory will no longer be marketed as the product of a sip of a beverage. Instead we will focus on the necessary hard work each person must undertake. We will resurrect the idea that practice is bigger than the game and the journey is larger than the destination. And in that singular moment when time slows to a crawl, with the individual facing a sea of defeat onone side and an ocean of victory on the other, when winning or losing is decided by inches, in that moment, any magic that is created will only be the shadow of all the hard work it took to get there.

In life, we can either win or lose, but we must never be defeated.

 thats all folks… if u like it hire us. if not u can stuff it (lol.. jus kidding). cheers

2. in the thick of things

3. you will get scuffed

4. no retreat no surrender part deux (a playful take on ur naked athlete)

we say, fret not dear friends, we are here to rescue you.

we prefer to keep things simple, and spare you the unnecessary jargon lesson.

consider us your friendly neighborhood digital hero, specializing in spinning delicious webs of creative marketing strategies across a multitude of platforms… including that greater web of interconnected computers, that transfers messages (hopefully your branded message) at a blinding pace, called the “internets” (we love Bushisms).

our name is groupthink group (and we love colors).