Marketers on Fire: Chief Brand Officer at Gatorade
Gatorade Chief Brand Officer Shares Gen Z Playbook
“Gen Z athletes are seeking a lot more from a sports brand that they might consume, like Gatorade, beyond the sport of play,” Gatorade’s Anuj Bhasin told Chief Marketer. “They’re asking us for more products to help fuel them, to be a part of their life outside of a performance occasion. And they’re really interested in wellness and totality in mind and body, but also how it might help their athletic outcome.”
Gatorade engages millions of youth athletes each year through its field intelligence program, according to Chief Brand Officer Anuj Bhasin, which it uses to mine for data and gather insights to evolve the business. The wealth of data it’s accrued on Gen Z has revealed a shift in how these consumers perceive and interact with such sports brands.
We spoke with Bhasin about the brand’s marketing approach toward Gen Z; upgrades to products, personalization and customization; efforts to build partnerships with endemic sport brands; its evolving influencer marketing strategy; and consumer collaboration to come in 2024.
Gatorade engages millions of youth athletes each year through its field intelligence program, according to Chief Brand Officer Anuj Bhasin, which it uses to mine for data and gather insights to evolve the business. The wealth of data it’s accrued on Gen Z has revealed a shift in how these consumers perceive and interact with such sports brands.
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