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Gatorade

Gatorade is a brand currently produced by PepsiCo and sold in the United States. This beverage was developed to replenish the combination of water, electrolytes and carbohydrates to restore energy in the body. At PepsiCo, Gatorade is ranked as the fourth largest brand in relation to the global annual retail sales. Its product rivals at the market include Vitamin water, Coca-Cola’s powerade and Lucozade sport. In the US, Gatorade accounts for nearly 75 percent of market share in the category of sports drink. This essay depicts a rhetorical analysis of an ad campaign “Be like Mike” of 1991 that lasted for over twenty years in North America.

Based on rhetorical analysis, readers will be in a position to understand how it was influential to people. The ad reflects a good moment for Gatorade brand when the company entered a $13 million contract with Michael Jordan who was a basketball superstar. During that moment, many individuals criticized the extravagant endorsement that took place in the advertising society. After the criticisms, the “Be like Mike” commercial became popular in the market and enriched fortunes of both Jordan and Gatorade (Brooke 54). In this advert, Michael played a vital role of revealing his desire to unravel thoughts of individuals considering his worth. In this ad, Jordan would present himself as an exclusive spokesperson for the brand.

Analysis based on logos reveals that Gatorade used Jordan to prove the logic that there was the need to compete with their rivals. For instance, through the advert “Be like Mike” Gatorade had the intentions to hinder Coca-Cola from using Jordan to run their commercial on Powerade, an upstart soft drink that was launched in 1990 (Hogan 85). This implies that if Coca-cola could take Michael to air their ad, he would have done an excellent job that could render Gatorade irrelevant in the market. The company had struck a 10 year old deal with Jordan, which reflected them as a model for other companies. In such an instance, firms that wanted to borrow tremendous equity of Jordan’s appearance on their commercial were also supposed to sign a deal of ten years. As a matter of fact, Gatorade was always in support of Jordan’s team whether they won or lost.   

Evaluating the commercial, it is clear that the writer employed use of ethos to prove her credibility. To stay relevant in the market, the author reveals how officials at Gatorade struggled to unveil an advert. This was as soon as the contract they had with Jordan could legally start. In relation to the guiding beliefs of the company, it took them a while to sign a massive agreement with the professional athlete. This is because the deal involved a large amount of cash that kept them contemplating if this action was right and beneficial to them. According to Gatorade Company, going for the individual star challenged some of their brand core values. In their perception, they thought that this could send a wrong signal to their audience that they only supported stars. To fight back this belief, they convinced themselves that Jordan was exceptional and extraordinary and he could surpass all that.

In an article, the use of pathos exhibits experience that brings out an emotional appeal by evoking sadness or pity. The image that Gatorade created at the market led to rise of various emotions from other companies that were interested in Jordan. This was evident in the 10 year deal that firms such as WorldCom accepted to sign while others such as McDonald’s rejected the deal. Before the deal commenced in a legal way, it attracted a lot of controversies that led to its hesitation. For instance, the previous dealers who had worked with Gatorade brand such as Hank Steinbrecher developed negative emotions towards Jordan’s agreement with Gatorade firm. This made him leave another company on hearing about this deal with Jordan and convinced his boss that their agreement was a mistake. During the launch of this ad, various factors brought in different emotions. The tone “Be like Mike” was supposed to be ready within 48 hours and individuals responsible had no time to rest. However, after they worked hard in search of an appropriate song that suited the ad, it impressed the Gatorade executives. Hearing it for the first time, they were sure that they had won.   

The advertisement “Be like Mike. Drink Gatorade” became so popular after it was first introduced to the crowd. In 26 year history of this company, this marked their shining moment and within hours, the ad was already on television (Zed 119). In a week’s time, the commercial was available in movie theatres. It became a big hit in US that made the firm to launch four cassettes that they distributed to various radio stations. The public also benefited from the ad by receiving copies for $4.95 each, which funded the Michael Jordan foundation. The advert “Be like Mike” became a lingo and motivated the US citizens to purchase the drink.  

Works Cited

Brooke, Carole. “Be like Mike” 1991 Commercial. New York: Wiley, 2009. Print.

Hogan, Lynn. Gatorade Brand in US. Upper Saddle River, NJ: Pretence Hall                                 2010. Print.

Zed, Robert. Gatorade Rhetorical Analysis. Boston: Beacon Press, 2011. Print.