Target Audience A Look at Gatorade®
A Short History of Gatorade In 1965, team doctor Dana Shires and research professor Robert Cade developed a carbohydrate and electrolyte drink that they had hoped would keep University of Florida football players hydrated. After using the new concoction, the Gators went 7-4 in 1965, 9-2 in 1966, and won the Orange Bowl in 1967. The players were convinced that the Gatorade® helped them to stay strong in the hot Florida sun, and turned their losing season into a winning one.
Gatorade® expanded its market in the 1970s to a variety of sports, both amateur and professional. In the 1980s, Gatorade® established an exercise physiology laboratory to study exercise, sports medicine and nutrition, and provide information for sports and health programs world wide.
1991Gatorade® introduces the “Be Like Mike” commercial campaign using professional basketball player, Michael Jordon. 2001Gatorade® releases Gatorade Thirst Quencher, Gatorade Energy Bar, Gatorade Energy Drink, and Gatorade Nutrition Shake. 2005Gatorade® Endurance Formula is introduced. 2010Release of G Series.
What are the themes of Gatorade® commercials today? What is the target audience? How would you build a Gatorade® commercial to appeal to the folks in your town?
What is a target audience? Target audience is a specified audience or group of people for whom a production is intended.
Define your target audience by addressing each of the following: 1. Setting 2. Talent 3. Tone / dialogue 4. Music
Setting The time, place, environment, and surrounding circumstances of an event, story, play, etc.
Settings to Consider for a Gatorade® Commercial Ages 7 to 14 Ages 15 to 30 Ages 31 to 45 Over 45 School playground and gymnasium Soccer field Dance studio Little League Baseball field Skateboard park School athletic fields and gymnasium College or professional athletic arena Fitness Gym MMA Gym Running Track Mountain bike trail Fitness gym Tennis court Biking trail Bowling alley NASCAR racetrack Football field YMCA Golf course Walking and hiking trail Stationary bicycle Swimming pool
Talent People appearing on screen or heard in programs (actors, voice talent, interviewees, etc.).
Talent to Consider for a Gatorade® Commercial Ages 7 to 14 Ages 15 to 30 Ages 31 to 45 Over 45 Gymnast Olympic skater Film or music celebrity Boys and girls next door All girls All boys Professional golfer College students Film celebrity Singer / entertainer NASCAR driver Single people Families Married people Professional football player Out of shape accountant High school coach Recently retired celebrities or athletes Oarsman Professional coach Politicians
Tone and Dialogue The dialogue and tone should reflect the overall theme or concept of the commercial. Consider not only what is said, but how it is said through pace, inflection, articulation, and body language.
Tone / Dialogue to Consider for a Gatorade® Commercial Ages 7 to 14 Ages 15 to 30 Ages 31 to 45 Over 45 Be like the “big kids” Be like Mom or Dad Grow strong Have fun exercising No limit to the possibilities Loud and boisterous “In your face” attitude Challenging and encouraging to win The prospect of becoming a standout or professional athlete is an achievable goal Hang on to the glory years Exercise to maintain or enhance physical appearance Train smarter to maximize time and avoid injuries Develop new athletic skills and interests There is still an athlete in all of us who wants to train and work-out The primary reason for exercise is to maintain physical and mental health Competition is with yourself
Music Music helps set the tone and create a mood. It can be used to reinforce the commercial’s content, as background, or to provide irony (such as combining soothing music to an otherwise fast paced or chaotic production).
Music to Consider for a Gatorade® Commercial Ages 7 to 14 Ages 15 to 30 Ages 31 to 45 Over 45 Teen pop Girl groups Boy groups Rap Hip Hop Country Heavy metal Techno Progressive Rock Industrial Punk Pop Alternative Soft rock Easy listening New Age R&B / Soul Disco Latin Jazz Funk Reggae Classic Rock ‘n Roll ’50s music Big Band Beach music Classical Blues Jazz
What does the target audience’s age have to do with the type of talent in the commercial? What do the talent in a commercial have to do with the setting? What is the most important factor in helping to define a target audience, the setting, talent, tone, or music? Why?
References Gatorade® History : www.gatorade.com/history/default.aspx Gatorade®: Born of the Playing Field: www.pepsico.com/Download/Gatorade_Company_Fact_Sheet.pdf (PepsiCo, Inc. 2010)