After having discussed the meaning that lies behind every colour, it is time to explore how one of those brands managed to exploit it to achieve its goals.
Gatorade is one of the most iconic sports drinks which uses a lot of approaches to promote its brand. It uses an integrated marketing strategy which includes transmitting its message on billboards, print ads, and creative point on sales displays.
Gatorade occupies a special positioning in the minds of the consumers; it is positioned as the sports drink for winners. Gatorade is also linked to endurance and enhancement in athletic performances; it aims to quench the thirst of athletes and to provide them with their nutritional needs while keeping them energised and active.
Gatorade has managed to grab the people’s attention using a lot of elements to stand out. Their billboards are designed in a creative and a simple way. Their simple ads only present the picture of a Gatorade bottle or the logo of Gatorade with the campaign’s tagline on a strong-coloured background. Gatorade also used to place huge ads on buildings in order to grab people’s attention. Another method of advertising Gatorade uses is print ads. Their print ads are usually creative and innovative. Some of them try to show how Gatorade fuels athletes from within.
Gatorade utilise bright and vibrant colours to show the benefits and the movements of Gatorade in the athletes’ bodies. In-store marketing is also one of the marketing strategies Gatorade employs in attempt to affect and influence the buying decisions for the consumers. Moreover, It uses creative displays that resemble the Gatorade bottle, and they use flashy product displays. Gatorade tries to communicate its messages and to associate itself with some concepts like winning and hard work on all of its different advertising channels and mediums.
In order to grab the people’s attention, most of Gatorade’s ads do not include a lot of elements. Gatorade creates different marketing stimuli to get in touch with customers. They create line series advertisement in order to get in touch with the customers and to grab their attention.
Gatorade has a lot of other competitors, so their ads need to stand out between other brands. Gatorade tries to affect the consumers’ visual perceptions using vivid colours and strong images and headlines which also show Gatorade’s effects and benefits.
Gatorade also tries to impact the consumers using intense colours like orange. It plays on the customers to affect their moods and responses. The colour orange which is frequently used in Gatorade’s ads represents energy, activity, and caution. It resonates with the messages Gatorade is trying to associate itself with and it is very likely to grab attention.
Gatorade’s ads are a form of salient stimuli. They stand out due to the colours and images used and due to their intense. Some of their ads are simplistic and vivid; they only include the bottle (the figure) of Gatorade. They use materials that are clear to the senses and not hard to comprehend.
Gatorade also tries to create associations and to evoke feelings and certain emotional responses in the customers using such colours in their ads. Some of their print ads show imagery that depicts the effect of Gatorade inside the athlete’s body. The use of such ads and different marketing mediums are some of Gatorade’s methods to avoid habituation.
The way Gatorade creates its billboard ads are affected by the absolute threshold. They try to achieve intensity by using a few elements which include big fonts and strong headlines and colours. The in-store marketing Gatorade uses allows them to achieve their goals and to influence the customers’ buying decisions.
Gatorade uses bright colours and creative models in their in-store displays to stand out amongst their competitors. The Point of sales marketing Gatorade uses alters and affects the consumer’s decision making and expectations as well.
Lastly, Gatorade has managed to merge colours with its brand identity to further communicate its message and to have a consistent and a powerful message that resonates on the long run.
BBB- Buyer's Black Box 