Gatorade usually markets to athletes who are “older” in sense because there are many intense and hardcore advertisements giving viewers ideas like never giving up or making history. Usually the Gatorade advertisements are geared toward young adults and older athletes.
Then I came across this Gatorade advertisement entitled “Big Heads.” During the commercial, the kids are the kids with the athlete of their choice as their head. The kids are the “players” in a sense and in this commercial Kevin Garnett, Dwayne Wade, Jennie Finch, Derek Jeter, and Peyton manning were the heads of the five kids. Each “kid” excelled at the sport they represented. Most importantly, we can’t forget about the colored sweat from which represents the Gatorade they drank.
I found this to be particularly interesting because Gatorade is trying to appeal to a younger audience by telling them the same thing they tell to older people, just in a different way. This commercial is more fun and laid back, but at the same time showing that Gatorade still carries the identity of a hard working superstar. With Gatorade, showed in this commercial, kids can be their favorite athletes who also drink Gatorade and be awesome like they are. This commercial, in my opinion, is very effective not only to the kids but also parents because it takes away the “intense” factor with this commercial and makes it more “kid” friendly. Hopefully Gatorade does more advertisements like this to attract more buyers in the younger age group which would be an investment to future customers.
I agree that this commercial is much less intense than the ones before, and the advertisers seem to make it natural to see kids drinking Gatorade. Exposing this drink to kids can be a very clever and effective marketing strategy. Kids will start drinking Gatorade at a young age, when they see the athletes they admire drinking the same thing. Subconsciously, they may think that in order to be a great athlete, you need to drink Gatorade. They may develop loyalty to that brand, and as they grow older, they will continue to drink it.
ReplyDeleteSince Gatorade is a sports drink, their audience encompasses not only adults, but young kids as well. With kids, modeling is a very effective way to get them to follow a certain behavior. By showing athletes that they look up to drinking Gatorade, kids can think that they will be able to become as successful an athlete as these guys are if they drink Gatorade just like them. It any advertisement, using role models performing the behavior or using the product being sold is an effective strategy to get the audience to conform to this designated norm, and buy into the behavior or product.
ReplyDeleteCute commercial! It's interesting that Gatorade can convey a similar message in nearly all their commercials, just through a different strategy. Like you said the lower level of intensity applies to kids who will see their favorite athletes drinking the product and want to use it too. Like everyone mentioned, it is definitely an effective advertising tactic.
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