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Born in a humble lab in Gainesville Florida Gatorade was produced by a team of University
of Florida physicians by request of the Florida Gatorade coaches in the heat scorching summer
of 1965. The coaches were looking for a way to propel their players past competition during
the brutally hot Florida games due to the fact that many players could not make it through
practices because they were collapsing from heat exhaustion at the "Swamp". Dr. Robert
Cade, Dr. Dana Shires, Dr. H. James Free and Dr. Alejandro de Quesada concocted a formula
that was very bitter but they found that this "Gator Aid" was the key to replacing essential
electrolytes and carbohydrates that were lost in sweat. I believe Berger would consider
this Gatorade's functionalist means. Sure the idea seemed good but it was not until
the next two years that this new scientific concoction was prove on the field. The following
two seasons 1966, and 67 the Florida Gators improved their record to 7-4, and 9-2 respectively.
The coaches commented that it seemed as though their athletes were able to "Out Last" their
opponents. In 1967 Gatorade propelled Florida to the scores first Orange Bowl Win against
a tough Georgia Tech opponent. After the game the losing Georgia Tech coach Bobby Dodd admitted
that Gatorade made the difference...They didn't have Gatorade so they lost.
Gatorade did not stay a Florida secret for long because in 1969 Gatorade powered the
Kansas City Chiefs to a super bowl victory. This was the first (but certainly not the
last time) American witnessed Gatorade on a super bowl winning team bench.
The first batch of Gatorade was a simple mix of water, sodium, sugar, potassium, phosphate,
and lemon juice. It was not until the 1969 Kansas City Chief endorsement that scientists
began expanding the sports drink making other flavors, and products which began a massive
study of hydration, and nutrition and its effects on physical activity.
Gatorade quickly spread across sporting events and became the official sports drink of the
NFL, NBA, NASCAR, WNBA, NHL, and many other sports. Gatorade had a mission to put its
many flavors in the hands of the world's best athlete's. Gatorade put its iconic G on large
orange jugs so that they could be easily recognized on sports team benches. Gatorade patented
their stylish clear bottle that had a mix of smooth contours and hard edges. I believe
in this way the bottle can be seen as both sexy, and hard, much like the lighter from
"Seduced by an Old Flame". Depending upon who look at a Gatorade bottle they will focus
in on the smooth surfaces, or the hard chiseled features.
Gatorade introduced an intense marketing campaign around their slogan "IS IT IN YOU?" Their
target audience is the young adults (18-25) who partake in sports, or even just live an
active lifestyle. Gatorade began sponsoring the athlete's that these young adults emulate.
Gatorade has effectively maneuvered their way in the hearts of some of the best and
most recognizable athletes. These include, but are not limited to Usain Bolt, Sidney
Crosby, Mia Hamm, The Manning Brothers, Serena Williams, and of course the legend Michael
Jordan. Gatorade was tactical in its approach to choosing of athletes to sponsor. They chose
only the best athletes in their respective field who would encompass the mass of both
male and female youths who seek to excel in sports.
In a Marketing scheme that is used as a bench mark by all other sports drinks companies
Gatorade has successfully hit points of Maslow's Hierarchy Needs in regards to Marketing. In
its most simplistic means Gatorade has given itself the status of a "Fuel" for your body
(Physiological Need) as you can see by these ads. Gatorade has associated itself with being
part of the team. Maslow's social need shown here that you are part of the team like these
pros simply by the fact that you all share Gatorade. Finally, Gatorade has captured Maslow's
need for Esteem, and Self Actualization in one fowl swoop. Gatorade show that the simple
act of consuming Gatorade will not only allow you to reach your full potential (Self-Actualization)
but you will play like one of the athletes you emulate (Esteem).
The Iconic Gatorade Bath began in the 1985 when the Giants defeated the heavily favored
Redskins. As seen here the players remove the lid from the Gatorade cooler and pour
it on the coach. Essentially in this monumental act of celebration Gatorade became the sports
drink of victory. Gatorade has forever changed sports, and will continue to do so for many
years to come. Thank you.