Gatorade was the first company to propose a sports drink other than water. In the summer of 1965 researchers at the University of Florida sat down to examine why there athletes were being affected by heat and heat related illness. The researchers discovered that fluid and electrolytes in the body that were lost through sweat were not being replaced and the carbohydrates needed to produce energy were not being replenished. The researchers then took their findings and formulated a carbohydrate-electrolyte drink that was balanced to adequately replace the electrolytes and carbohydrates that were lost during sweat and exercise. Today, Gatorade is the official sports drink of more than 70 Division I college men’s and women’s intercollegiate sports (“HERITAGE.”). Gatorade is a $4.8 billion company with annual sales averaging $3.3 billion. In 2012 Gatorade spent 600 million on advertising. This ad was a parody from the “is it in you” ad campaign which was discontinued in 2012 and replace with the “G” ad campaign after sales started to decline (“Gatorade Marketing Campaign Analysis: Rebranding G.”). The line of “is it in you” ads were very popular showing professional athletes such as Michael Jordan, Mikael Forssell, Tiger Woods and many more. But this ad has a dark underlying message. As in this ad that shows the syringe with Gatorade and asks is it in you. At the bottom of the ad it says “pass the test” which gives people the direct connection to steroids (“Gatorade Advertisements.”). This was a direct hit at Professional baseball and its players during the steroid era that was going on from 1988-2009. This ad gives a direct connection to steroids and Gatorade. It is interpreted that if you want to be a professional athlete you need to inject steroids, when really it takes hard work and dedication.
This ad from Gatorade is a parody from the “is it in you” ad campaign and has a dark underlying message. In this ad you can see a syringe filled with Gatorade and writing at the bottom that says pass the test as in the steroids test in professional sports. This ad is has a dark backdrop which helps denote that there is a dark subject or message being portrayed. This parody came out in 2011 shortly after Mark McGwire, who broke the single season homerun record, came clean about using steroids while playing professional baseball. In this case the message and point of view of this ad is, to be successful you have to take steroids (“Gatorade Advertisements.”). The message in this ad is that it is alright to take steroids as long as you pass the test. This goes along with the old saying, it’s not cheating until you get caught. This ad also tells young athletes to take steroids if they want to be successful, when really if they work hard they can be successful.
Steroids became a big problem in baseball in 1988 and is still a dark cloud over the MLB today. In 2013 many professional baseball players such as Ryan Braun and Alex Rodriguez received harsh suspensions for their steroid use. This sent a message that the MLB would not tolerate performance enhancing drugs in any way, shape, or form (“Baseball Steroid Suspensions.”). Now the debate is weather to include steroid users in the record books. Since they cheated many players say no, but as shown in the graph below some side with the steroid users. Some players believe that steroids are the only way to keep up with the growing performance standard for the league. In the end 79% of players believe in the fact that it is hard work, not steroids, which brings success in athletic careers.
Today some young athletes turn to steroids to get bigger and hope that it brings them success. In 2002 the National Institute of Drug Abuse did a study which showed that 2.5% of 8th graders, 2.5% of 10th graders, and 4% of 12th graders admitted to using steroids at some time (“Steroid Use Among High School Athletes | Global Sports Development.”). These young athletes felt that the only way they would be successful is to do steroids. Thy saw their icons using steroids and think if they take steroids they will be like their idols. This ad shows that doing steroids has bad consequences. The dark background sends the message that steroids are a dark matter, not to be messed with. At a young age steroids can cause harm to young athletes. Especially in young athletes, steroids do more harm than they do good, because their bodies are already producing many hormones to help them grow and develop. In the end, hard work and dedication brings success at any age.
In recent years there has been an increase in young stars in the MLB who are good role models for other young athletes. For example Mike Trout of the Los Angeles Angles who was drafted to the MLB directly from high school. Trout was the 2012 rookie of the year, 2012 & 2013 All-star, and 2012 & 2013 silver slugger, which are all very prestigious honors. In his 3 years thus far in the league, he has not received any unwanted media attention about steroid use or suspected steroid use ever (“Mike Trout Stats, Video Highlights, Photos, Bio.”). Mike Trout proves that hard work and dedication does bring success in athletic careers.
With the new ad campaign, “that’s G,” Gatorade is sending the right message to young athletes and still giving good product placement for advertising. The commercial bellow is one from the “that’s G” campaign and shows professional and non-professional athletes training to be the best. This is an accurate portrayal of what it takes to go pro in any sport. In the background the words, winning is, show up everywhere, while people are chanting hard work, which shows that to be successful and win you need to work hard. It also shows all of these athletes drinking Gatorade at one time or another, which takes a little less aggressive point of view from the older commercials in the “is it in you” campaign which implied that to be successful you must drink Gatorade (“Gatorade – Hard Work.”). This commercial’s point of view is, to be successful you need to work hard and while you are working hard, stay hydrated with Gatorade, which is the point of view they should have had from the start of the company.
This parody is intended to be viewed by athletes young and old. They are young athletes that want to be successful, but are unsure if their hard work is paying off. This parody is a slam on professional athletes that resort to steroids, and it says that if you do use steroids you won’t “pass the test” and there will be harsh punishment. With the recent suspensions in baseball, it sends the message that athletes need to work hard to be successful.
Steroids have become a major problem in professional sports such a baseball, for one example. Young Athletes are starting to believe that the only way they can be successful is to take steroids because they see their icons doing it. The true reason for success in most athletes is hard work and dedication. That is why raising stars like Mike Trout are great role models for young athletes. They remind us that steroids are not the only option and hard work really does pay off. This ad is a parody of Gatorade ads that depicts a real problem in young athletes today. This ad has a dark message about using steroids to be successful. Today, more young athletes are using steroids because they believe it will help them be successful. In the end it is the hard work and dedication that you put into training which makes you successful.
“Baseball Steroid Suspensions.” Baseball Steroid Suspensions. N.p., n.d. Web. 4 Apr. 2014. <http://www.baseball-almanac.com/legendary/steroids_baseball.shtml>.
“Gatorade Advertisements.” Behance. N.p., n.d. Web. 4 Apr. 2014. <http://www.behance.net/gallery/Gatorade-Advertisements/1095613>.
“Gatorade – Hard Work.” YouTube. YouTube, 24 Dec. 2013. Web. 4 Apr. 2014. <https://www.youtube.com/watch?v=sB6AS9bfEx8>.
“Gatorade Marketing Campaign Analysis: Rebranding G.” Gatorade Marketing Campaign Analysis: Rebranding G. SlideShare, n.d. Web. 4 Apr. 2014. <http://www.slideshare.net/jwangen/gatorade-marketing-campaign-analysis-rebranding-quotgquot>.
“HERITAGE.” Gatorade. N.p., n.d. Web. 3 Apr. 2014. <http://www.gatorade.com/company/heritage>.
“Mike Trout Stats, Video Highlights, Photos, Bio.” Los Angeles Angels. MLB.com, n.d. Web. 4 Apr. 2014. <http://losangeles.angels.mlb.com/team/player.jsp?player_id=545361#gameType=’R’§ionType=career&statType=1&season=2014&level=’ALL’>.
“Steroid Use Among High School Athletes | Global Sports Development.” Global Sports Development. N.p., 12 Nov. 2013. Web. 7 Apr. 2014. <http://globalsportsdevelopment.org/steroid-use-among-high-school-athletes/>.