NON-CARBONATED DRINKS GATORADE VS. HONEST TEA Callan Fitz Patrick Alison Altomari Brittany Hurley

INTRODUCTION Agenda Survey Results - Gatorade Framework - Gatorade Gatorade Ad Survey Results - Honest Tea Framework - Honest Tea Honest Tea Ad Summary/Conclusion

SURVEY RESULTS - GATORADE 1. What are 3 characteristics of a Gatorade drinker? athletic, active, body conscious, hung-over, fierce, thirsty, energetic, dehydrated, sweaty 2. What is the appeal of drinking Gatorade? electrolytes, makes you feel good, quenches thirst, revitalize, energetic, few calories 3. If you had to assign an age and gender to Gatorade what would it be? 100% of respondents said male, age What situations would you find people drinking Gatorade? working out, sports practice, sporting event, after drinking. * 8 out of 9 said something active 5. If you had to assign a color to Gatorade what would it be? Why? 2 red, orange, 3 blue, 2 lemon lime, green * sweat ad, lighting bolt, ads, popular flavor

GATORADE BRAND PERSONALITY FRAMEWORK Gatorade ActiveRevitalizeMasculineRuggedness Athletic Body conscious Dehydrated Electrolytes Few calories Energetic Males Outdoorsy Tough Athlete

AD - GATORADE -Athletic/Active, Masculine, Body Conscious -Consistent with consumer perception of brand -Improve by including product & relate more to the average consumer

SURVEY RESULTS – HONEST TEA 1. What are 3 characteristics of a Honest Tea drinker? healthy, nature lover, earthy, tree hugger, organic, older people, snooty, yuppie, educated, sophisticated, trendy, natural 2. What is the appeal of drinking Honest Tea ? refreshing, fruity, all natural, organic, healthy, antioxidants 3. If you had to assign an age and gender to Honest Tea what would it be? 8 out of 9 respondents said female, age What situations would you find people drinking Honest Tea? taking walk, lunch, outside, reading a book, summertime, picnics, in a park 5. If you had to assign a color to Honest Tea what would it be? Why? 50% green, 50% brown * earthy, healthy, natural, color of iced tea

HONEST TEA BRAND PERSONALITY FRAMEWORK Honest Tea HealthyFeminineDown-to-Earth All natural Organic Antioxidants Active Educated Trendy Pretentious Females Laid Back Tree hugger Environmentally conscious Sophisticated

AD- HONEST TEA -Consistent with research: Healthy (antioxidants), Down to Earth (simple, honest) -Availability at Wawa can help reduce the perception of the brand as being “pretentious”

SUMMARY Advertisements reflect personality of brand  Consumers’ opinions align with brand personality Try to reach out to a more feminine market Determine their “true” target market OR … Create advertisements aimed at each GATORADEHONEST TEA