First in Thirst

How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon

 First in Thirst

Author: Darren Rovell
Pub Date: September 2005
Print Edition: $27.95
Print ISBN: 9780814434574
Page Count: 256
Format: Hardback
e-Book ISBN: 9780814429099

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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 “TIPPING” POINT 77

The Inaugural Dunk 78

Carson and Parcells Get Paid 80

Best Gatorade Baths 86

The Deadly Dunk 88

CHAPTER 6: “BE LIKE MIKE” 95

The Thirst Aid Campaign 97

Wooing Michael Jordan 99

Jordan Signs $13.5 Million Deal 102

“Be Like Mike” 105

His Airness Retires 115

CHAPTER 7: “WE’RE GOING TO WAR” 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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