Vitamin Water Marketing Analysis

Did you know that in 2017, Gatorade commanded more than 70% of the market for sport drinks in the United states? What is it that makes gatorade so popular? If you ever tried a variety of sports drinks, you would know that they pretty much taste the same in there respective flavors, but gatorade continues to pulls ahead. If we take a close look at one of gatorade’s closest competitor, Vitamin Water, the liquid inside is virtually identical. However, the answer for this question lies in advertising and marketing of these products. While these products are very similar in ingredient and nutrient composition, Gatorade does a much better job attracting consumers because of their strong appeal to emotion on their website, on their bottles, and through
Right on the front of the label, Vitamin Water lists out the main nutrients you recieve from drinking it. This is purely a logical appeal since it is simply giving consumers facts about the nutritional value. While this may be effective at attracting health conscious people that want to know what their drinking, it does nothing to invoke emotion. There is nothing exciting about the label or the bottle. It literally has “Vitamin Water” written in bold letters. It almost reminds you of the cheap store brand cereal you find at the end of the cereal aisle of the grocery store.
Gatorades use of language on their website is one of the easiest emotional appeals to spot. The phrase “made for athletes” sits right at the top of their website, and when you click on it, takes you to a page that shows you a bunch of athletes competing and working out. This has the same effect as the other pictures and videos of people working out that are displayed on the front page, except now there is no need for interpretation. Gatorade is basically saying “if you're an athlete, gatorade was made for
They keep their language very objective, focusing on bringing the information people might want to them. The only place we kind of see Vitamin Water appeal to emotion is through humor. Vitamin Water shows there new “active” bottles and next to them says “meet your new workout partner (just don’t ask it to spot you).” while the latter part is just unreasonable, Vitamin Water is appealing to emotion in the first part. A lot of people/athletes have a close bond with there workout partner since there usually either a friend or a teammate. Vitamin Water is basically associating all those feelings for your current workout partner onto their product to make it more