Going for competitive edge
Headmint worked with the Powerade brand team in Mexico to relaunch the brand across the whole of Latin America. The project spanned brand positioning and communication development, communication evaluation and refinement, and advertising agency selection.
A new point of view on sport
A segmentation study conducted prior to project commencement offered an informative approach to the potential of defining sport, its attitude and behavior, in a different way to that of its competitor, Gatorade. This formed the backbone of the project: new insights about sport for a particular type of sportsman.
Headmint developed hypotheses around the segments' worldview of sport and how they practiced it, which formed the basis of a qualitative research approach. Insight research was then conducted in Mexico, Brazil, Argentina and Peru to verify, fine tune and adapt these hypotheses.
Three sporting insight areas were identified and used in the new brand communication brief. Headmint briefed the four short-listed agencies and then assisted in the final selection, providing evaluation criteria and detailed feedback of the core creative idea and its potential for each agency. Particular attention was paid to the ability of each agency to tap into the insights in the communication brief, about doing sport differently.
The selected campaign was put through consumer qualitative testing, designed and carried out by Headmint. Further creative recommendations were made and a new campaign was produced by the agency. It was first launched in Mexico in July 2008.
Genuine insight makes the difference
The Powerade brand has been able to articulate its own very different point of view about sport, based upon genuine insight about a defined segment of sportsmen and women.
A clear point of view Gatorade cannot copy because of its own heritage and obsessions.
A clear point of view that the target audience already has, but one that's not been recognized previously by a sporting brand.