Problem
Gatorade is an American brand of sports-themed beverage and food products that helps athletes to refuel and rehydrate. However, as of October 2021, Gatorade was a tough drink to find in Singapore as it was only supplied in Cold Storage grocery stores.
Opportunity for Extreme Challenge as Marketing Strategy
By embracing the difficulty of finding Gatorade beverages in Singapore, we can challenge
fitness junkies and athletes to work out for a reward of a free Gatorade for a period of time. Through the exposure of an extreme challenge, they become an active participant in the brand experience and awareness is reinforced.
User Journey
Our target audience will be aware about this challenge through large posters in MRT stations where consumers will know that they have to download the Strava app. Through the app, they can find various map routes to work out to get to the stations where there are Gatorade machines.
Anyone can join the challenge!
Consumers can also choose their difficulty level based on their physical fitness so everyone is welcome to join the challenge and learn about Gatorade.
Guerrilla Marketing Strategy
A vending machine that takes the shape of a gatorade bottle will attract new consumers as the technology and cold drinks are unexpectedly placed in it’s juxtaposed,
natural environment.
User-Generated Content through AR Filter
To solve Gatorade’s low advertising, the Strava app promotes a call to action for consumers to share their experience with the brand on their social media pls
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