The folks at Gatorade invented product placement in sports when, in 1967, they required that NFL teams have Gatorade logoed coolers on the sidelines. Gatorade logoed drink bottles and towels followed.
Other Gatorade product placement occured in movies -- the most famous of which was in Adam Sandler's "Waterboy" (1998).
Coach Klein: Gatorade not only quenches your thirst better, it tastes better too.
Bobby Boucher: No.
Coach Klein: Gatorade.
Bobby Boucher: H2O.
Coach Klein: Gatorade.
Bobby Boucher: H2O.
Coach Klein: Water sucks. It really, really sucks. Water sucks.
Gatorade's latest product placement effort, outside the stadiums and ballparks, is in the NBC boxing reality show, "The Contender." Boxers are shown drinking Gatorade in every episode. Sources tell me that Gatorade wanted to make sure that boxers were only drinking their drink in sweaty, active situations as opposed to drinking it while eating a slice of pizza.
Here are the top 5 brands for network product placement for the week of April 18-24, according to Nielsen's Product Placement report.
Everlast apparel -- 196 impressions
Everlast sports equipment -- 145 impressions
Sierra Mist -- 109 impressions
Gatorade -- 104 impressions
Toyota -- 76 impressions
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