First in Thirst

How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon

Author: Darren Rovell
Pub Date: 2007
Your Price: $24.95
ISBN: 0814472990
Format: Hardcover

• Overview
• Praise for this book
• Introduction
• Press Release
• The Gatorade Rules
• History of Gatorade
• Request an Evaluation Copy, INSTRUCTOR ONLY!

Table of Contents

ACKNOWLEDGMENTS IX
INTRODUCTION 1
CHAPTER 1: SWEAT IN A BOTTLE 9
The Guinea Pigs and Testing 15
Making the Drink 17
The First Test 19
The LSU Game 21
CHAPTER 2: THE MYSTIQUE IS BORN 25
The Auburn Game 29
Gatorade Snatchers 30
Press Catches On 33
Commercial Interest 38
CHAPTER 3: FROM FIELD TO SHELVES 41
In Gatorade They Trust 44
Marketing Issues 46
NFL Coolers and Cups 50
Sports Illustrated 53
Cyclamate Disaster 58
Continuing the Legend 62
CHAPTER 4: WRESTLING OVER GATORADE 65
The University Loses Out 68
The Trust Takes It to Court 71
Cade Explodes 72
It’s All Settled 74
CHAPTER 5: THE ìTIPPINGî POINT 77
The Inaugural Dunk 78
Carson and Parcells Get Paid 80
Best Gatorade Baths 86
The Deadly Dunk 88
CHAPTER 6: ìBE LIKE MIKEî 95
The Thirst Aid Campaign 97
Wooing Michael Jordan 99
Jordan Signs $13.5 Million Deal 102
ìBe Like Mikeî 105
His Airness Retires 115
CHAPTER 7: ìWE’RE GOING TO WARî 123
Coke and Pepsi Attack 124
All Sport Dismantled 131
1996 Olympics 138
Convenience Store Strategy 139
POWERade Relaunch 145
NASCAR Battleground 150
CHAPTER 8: THE GATORADE RULES 153
1. Make Sure Your Product, Service, or Brand
Is Unique and Know What Makes It Unique 154
2. Never Stop Researching the Marketplace 158
3. Identify Drivers of the Business and
Take Care of Them 163
4. Never Stop Working to Get Your Next Consumer 168
5. Packaging Counts 172
6. Learn from Your Mistakes 175
7. Seek to Connect Emotion and Passion to the Brand 178
8. Stay Disciplined 182
9. Form Smart Strategic Alliances 188
CHAPTER 9: GATORADE CRITICS 191
Quaker Buys TQ2 193
Pedialyte and Rehydralyte Challenge 196
New Challenger 199
Gatorade vs. Water 200
Influence Over Trainers 203
The Dehydration Myth 206
EPILOGUE 211
APPENDIX A 215
Sponsorships 215
Origins Ad 221
Everywhere Rap 223
Gatorade Royalties 224
Gatorade Sales 224
All-Time Flavor Roster 226
APPENDIX B 227
Letter Exchange, Bill Schmidt and Bill Parcells 229
NOTES 231
Index 239
ABOUT THE AUTHOR 244

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