First in Thirst

This is such a powerful brand story that you may actually get thirsty reading it. Most people have no idea that sweating creates a huge drink market, but author Darren Rovell tells a well-researched, interesting and compelling story about how a group of Florida doctors concocted a simple drink to prevent dehydration. A combination of good science, luck and efficient marketing helped transform this initially unpalatable drink into the world’s most popular sports elixir. Along the way, Gatorade marketers forged relationships with athletes, teams and superstars, and capitalized on the public’s fascination with sports. The end result was a sales and marketing bonanza. getAbstract.com recommends this brand building saga to all marketers or to anyone interested in just how a drink built a bridge between sports and popular culture. Even if you don’t break a sweat reading Rovell’s marketing saga, prepare yourself to buy a bottle of Gatorade - you’re going to want to satisfy your thirst to check this out.