Marketing Currents - Business and Marketing Current Events

Gatorade Water Splashes Onto Shelves Nationwide


Gatorade today announced the national launch of its first unflavored water – Gatorade Water – bringing the trust and credibility of the leading sports drink to a new aisle.

Click here to read the press release at

Discussion Questions:

  1. There are dozens of water brands already available to consumers. Why might marketing be important to Gatorade for the new product to be successful?
  2. What is positioning?
  3. Why is positioning important?
  4. How is Gatorade positioning its new water product?
  5. What is brand extension?
  6. How might this story represent an example of brand extension?
  7. Gatorade’s press release states that the launch of Gatorade Water brings “the trust and credibility of the leading sports drink to a new aisle.” What does that mean?
  8. How does that represent an example of brand strength?
  9. Why do you think they are using recycled plastic for packaging?
  10. Might that represent an example of marketing and/or positioning? How so?
  11. What is a product endorsement?
  12. Why do you think Gatorade chose to incorporate choreographers and dancers to endorse the new product?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.