Sunday, February 05, 2012


It seems we have, time and again, spot-lighted the Gatorade brand in these Dispatches. But, honestly, it’s hard not to. The 70%+ dollar share brand has for so long done so many things well…starting with implementing a perceived-differentiated brand positioning (despite having a product that, in testing, may not really be that much more effective at athletic/workout thirst-quenching and replenishment than some other brands). Once again, we find Gatorade making a high-probability-of-success marketing move: introducing their new ad campaign, “Win From Within.” And best of all, this campaign continues the brand’s implementation of its “winning” brand positioning.

To view this article in its entirety directly from our website, please click (or copy and paste in your address bar) the appropriate link below. We have also provided a hand-held device link if that is your preferred method of viewing. Should you experience any problem in opening any of these links, please contact Lori Vandervoort at or call 800-255-9831 (620-431-0780).

The DISPATCHESTM for February 5, 2012 can be found here:

A printer / handheld friendly version can be found here:

A pdf version can be found here:


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