Be Like Mike. Drink Gatorade
Austin Wharram
Com 305: Research Project Two
May 2, 2012
Be Like Mike. Drink Gatorade
University of Florida assistant coach had concerns as to why so many of his players were being affected by heat and heat related illnesses. He decided to turn to university physicians to solve the problem. Two factors were discovered in their research, the fluids and electrolytes that were lost in sweat were not being properly replaced, and the carbohydrates that were being burned up during exercise were not being replenished. The solution was a scientifically formulated balanced carbohydrate-electrolyte beverage to help the Gator players replenish their bodies during exercise. This new concoction was called “Gatorade.” Today Gatorade is still the most known water enhanced beverage, all though there are many others that have been developed with the same idea. One of the main reasons Gatorade was able to create its dynasty was the marketing campaign “Be Like Mike.” I decided to use this “Be Like Mike” campaign as the focus of my paper. The question I will diagnose is how Gatorade was successful in its campaign to persuade customers to buy their product. I will be approaching this campaign in a cultural perspective by using the Symbolic Convergence Theory.
It was in 1991 when director of sports marketing for Gatorade, Bill Schmidt, and David Falk, Michael Jordan’s agent met. Gatorade was looking to endorse Jordan due to his recent success and rising fame. Schmidt and Falk were unable to come to any agreements at first. Falk had been reading and saw a story on Jack Nicklaus’s marketing deals, most of them being 10 year deals. Falk wanted a 10 year seven figures. Schmidt was only offering a 5 year deal for Jordan. Falk then decided to start a bidding war. Knowing that Coke would have a bigger budget than Quaker Oat’s Gatorade brand Falk went to them with this same deal. Michael Jordan was 28 at the time and the deal stated that if we walked off the court the deal would not be
Com 305: Research Project Two
May 2, 2012
Be Like Mike. Drink Gatorade
University of Florida assistant coach had concerns as to why so many of his players were being affected by heat and heat related illnesses. He decided to turn to university physicians to solve the problem. Two factors were discovered in their research, the fluids and electrolytes that were lost in sweat were not being properly replaced, and the carbohydrates that were being burned up during exercise were not being replenished. The solution was a scientifically formulated balanced carbohydrate-electrolyte beverage to help the Gator players replenish their bodies during exercise. This new concoction was called “Gatorade.” Today Gatorade is still the most known water enhanced beverage, all though there are many others that have been developed with the same idea. One of the main reasons Gatorade was able to create its dynasty was the marketing campaign “Be Like Mike.” I decided to use this “Be Like Mike” campaign as the focus of my paper. The question I will diagnose is how Gatorade was successful in its campaign to persuade customers to buy their product. I will be approaching this campaign in a cultural perspective by using the Symbolic Convergence Theory.
It was in 1991 when director of sports marketing for Gatorade, Bill Schmidt, and David Falk, Michael Jordan’s agent met. Gatorade was looking to endorse Jordan due to his recent success and rising fame. Schmidt and Falk were unable to come to any agreements at first. Falk had been reading and saw a story on Jack Nicklaus’s marketing deals, most of them being 10 year deals. Falk wanted a 10 year seven figures. Schmidt was only offering a 5 year deal for Jordan. Falk then decided to start a bidding war. Knowing that Coke would have a bigger budget than Quaker Oat’s Gatorade brand Falk went to them with this same deal. Michael Jordan was 28 at the time and the deal stated that if we walked off the court the deal would not be
Cited: Foss, Sonja K. Rhetorical Criticism. Long Grove, Illinios: University of Colorado at Denver, 2004. Print. Larson, Charles U. Persuasion Reception and Responsibility . N.p.: Lyn Uhl, n.d. Print. Rovell, Darren. "Like Mike Blog." "Be Like Mike" History. LikeMikeClothing, 27 May 2008. Web. 30 Apr. 2012. <http://likemikeclothing.blogspot.com/2008/05/be-like-mike-history.html>.