Gatorade vs. Crystal Light
Turn on the TV or flip through a magazine and almost all that can be seen is advertisements. Whether many know it or not, these advertisements are geared to a very specific audience. Now this may be done with whatever medium the advertisement is seen in: commercials for men’s razors shown during golf games or yogurt commercials during a Lifetime movie. However, the marketing behind the product also tailors the advertisement to a specific audience based on what they value through what is shown in the picture or commercial. This can be seen with almost any product; however, the differences in audiences for both Gatorade and Crystal Light can be very clearly seen.
When you first watch the Gatorade Revolution Ad, which came out in 2010, you notice that it is similar to many other sports drink commercials. You see a lot of people performing athletic feats after drinking whatever beverage they are trying to sell. However, this ad gives a lot more incentive to whoever watches it by using many different techniques to target a certain audience. In the beginning of the commercials they show many clips of the early beginnings of some sports, with all of the athletes drinking water to rehydrate. Then you see how in 1965 Gatorade was developed and revolutionized the performance of every sport. You see the greats of almost any sport: Michael Jordan, Peyton Manning, Mia Hamm and many others, drinking Gatorade. Then tying into this Gatorade tells you that it’s time for a new revolution with the development of their new performance enhancing drinks and energy gels. The commercial brings you in with its history giving Gatorade credibility. Since it has been around since the 60s you can trust that it is the best. Because Gatorade has been a long-standing institution in sports, they then entice you to continue with the revolution by using the new three-system line of Prime, Perform and Recover. While many may not spend extra money buying three separate products when they are used to only buying one, Gatorade is saying that using these products is the only way to keep with the times. Tying this whole idea together is the catchy song that is playing throughout the commercial. It begins with a very simple tune to parallel the simple beginnings of sports. Then as Gatorade is developed and the game is changed, the song also changes. It is a very subtle way that the commercial keeps the audience interested and following along. Watching sports will also almost always appeal to the emotion of the viewer. Watching Michael Jordan slam dunk a basketball provokes emotion in almost anybody, even those who do not particularly Gatorade, being a sports drink is mostly geared toward male athletes. This can be seen with the many influential male athletes that are shown drinking Gatorade. However, Mia Hamm and Serena Williams can be seen in this commercial. Also one of the first clips shown is of a woman playing tennis. This commercial is also targeted to women; however, Gatorade recognizes that more men would be likely to drink Gatorade than women, so there are more men athletes in the commercial.
Unlike Gatorade commercials, which are geared to a more athletic and generally more male audience, commercials for drinks such as Crystal Light have very different advertisements. In one particular commercial three women dance around to an Estelle song each in an outfit that looks similar to a particular kind of fruit flavor. This commercial is clearly geared toward a female audience. Female audiences are attracted to this kind of product because the commercial gives it a sense of being light and free. After drinking it they will be able to dance around, while still knowing that they had a natural fruit drink. Also by including an Estelle song within the commercial it gives the audience the impression that this artist approves and drinks Crystal Light. Similar to Gatorade, people want to be doing what their heroes and inspirations are doing. Whether it’s drinking a certain drink or going on the same diet, the general population can’t help but follow celebrities. This commercial also appeals to the emotion of the audience by having an upbeat song and people dancing. It leaves the audience happy, enticing them to buy the product to stay happy.
These commercials show how women value what they are drinking differently then men and athletic women. While both audiences value what their heroes are drinking and how these drinks will make them feel, they search for different outcomes. Rather than jumping higher or running longer, general women value drinking something natural and light. A drink that is both healthy and delicious. Whereas the audience of the Gatorade commercial value performing better and drinking what other athletes will be drinking to keep with the times. Interestingly, the targeted audience of the Gatorade does not seem to value the healthiness of the drink. While one of the main reasons people drink Gatorade is to replenish electrolytes, which is very important after exercising, this does not seem to be important in this advertisement. The health of the drink is not as important as who is drinking it. By recognizing the different values of different audiences, companies can target specific audiences with their commercials. This is a very powerful tool to entice viewers to buy certain products.
Commercials Used
Gatorade Revolution Ad 2010
Crystal Light Ad 2009
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