"Remember the Cola Wars, with Coke and Pepsi battling it out year
after year for supremacy in the soft drink market? Or what about
the Burger Wars, the legendary slugfests between McDonald's and
Burger King? Then of course, there were the Sports Drink Wars. If
you blinked, you might have missed them, because Gatorade has
swiftly and decisively fended off every would-be rival. Although a
few other brands hold slim market shares, the fact is that Gatorade
single-handedly created the sports drink industry 40 years ago and
has absolutely ruled it ever since. But Gatorade is more than just
a triumph of branding. First, it's a trusted product that has been
scientifically proven to do what it claims to do. Second, Gatorade
is an enthralling story, brought to life in bright color and sharp
detail in First in Thirst. Author Darren Rovell, a skilled,
objective, and passionate journalist, chronicles every astonishing
milestone of the company's history. With unprecedented access to
the inventors, the marketers, the analysts and observers, and key
company figures past and present, Rovell recounts the
sweat-drenched University of Florida football practices, the first
(unpalatable) prototypes, and the commercial and financial interest
that quickly took hold following the drink's first on-field
successes. Then came the advertising, sponsorships, product
placements (many of them fortuitous), and finally the two
milestones that cemented Gatorade's iconic status once and for all
-- the ubiquitous Gatorade bath and the Michael Jordan ""Be Like
Mike"" endorsement deal. With refreshing candor, First in Thirst
also offers an inside look at the negotiations, battles, lawsuits,
mergers and acquisitions, product strategies, lucky breaks, and
even the missteps (there have not been many) that have attended
Gatorade's reign as the 800-pound gorilla of the sports-drink
scene. Rovell places the reader inside labs and brainstorming
sessions, at board meetings and ad shoots, on the sidelines and in
the dugouts, even in the winner's circle at NASCAR events -- where
Gatorade manages maximum exposure even at tracks whose official
sponsors include chief rival POWERade. The book identifies the nine
Gatorade Rules, business principles that have helped Gatorade
become one of the most dominant brands ever. By adhering to these
principles, businesses in other industries may achieve greater
brand recognition and market share. Long before America knew what
""deep-down body thirst"" was, a team of university scientists had
already invented something to quench it. First in Thirst is the
story of the product and the company, and of America's fascination
with the one and only Gatorade."
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
