The Power of Emotional Brands
There is something magical about brands which extend beyond the obvious. For some marketing and communication experts, brand ‘zen’ is reached when the product, good or service becomes accepted language. Years ago my parents would ask me to ‘pass the biro’ … today we don’t search but ‘Google’, while changing the meaning of tagging, posting and liking for a generation.
For other brand gurus, nirvana occurs not only through relevance and acceptance, but can when a brand becomes a vehicle for change that makes a tangible difference with a lasting emotional impact. For this to happen; brand expression and behaviour must be genuine, relevant and not self-serving. That is, never trying to sell or force change, merely being the vehicle which enables to change to occur.
While that all sounds good in theory, it can be difficult to pull-off. The long-game of brand and product positioning needs to take over, at times testing the patience of decision makers who want to see instant, tangible results often reflected in monthly dollar and budget targets. However with proper understanding, the right strategy, brand discipline and backing from visionary decision makers; brands can take on a powerful ‘magical’ life of their own.
In the ever increasingly competitive energy drinks market, Gatorade was faced with the challenge of connecting with its target market, finding relevance and being able to make a tangible difference. Believing actions would speak louder than words, Gatorade set-out to allow everyday people to experience what the brand stands for; a catalyst for athletic achievement by fuelling athletic performance. Assuming the more serious athletes already accept the benefits of Gatorade, a decision was made to ‘give people another shot’, targeting the universal truth in sport – ‘there are no second chances’…
Gatorade reunited the original players of two 1993 High School Football Teams to replay their final championship match which ended in a 7-7 tie. For three months, Gatorade trainers, coaches and athletes transformed the 30 something over-weight ‘Coodabeen’ champions, in preparation for one final game at the original venue in front of 10,000 fans – with Gatorade supplying the athletic fuel for the game. The majority of reengaged players shed dramatic amounts of weight, while at the same time altering bad eating and exercise habits.
The proof of brand equity into tangible results is also startling, with the a television documentary tracking player progress, creating an estimated $3.5 million (US) worth of earned media from a $225,000 (US) spend, becoming one of CNNs top stories of the year with the game selling out in 90 minutes. Furthermore tickets to the game sold for six times their face value on eBay, the documentary was screened in more than 90 million households with regional Gatorade sales increasing by 63% – all driven by the powerful emotional connection the brand made with the audience, while making a real, tangible difference.
Take a look at the clip below to take a three minute master-class in relevant, emotional brand connection – not bad for a sports drink best known for being tipped over winning coaches at the end of games…