“Is it in you?” This saying alone will generally spark the thought of Gatorade into almost any consumers head. Over the last few years Gatorade has been nailing this phrase into Americans heads in order to persuade them to buy there colorful fruit flavored sport drinks. Recently, Gatorade has put a new product onto the market. Gatorade has introduced Propel fitness water into the already crowded market of bottled waters. In an ad in a July/August 2002 issue of Men’s Health, Gatorade tries to “propel” their new water past the competition. Gatorade tries to focus on America’s notions of fitness, athletes, and sports drinks by trying to aim their advertisement to the average person by portraying a drink for the “hardcore” athlete.
As you first turn to the advertisement you are immediately drawn to the colorful soccer players spurting out of a bubbler as if they were a stream of water. All the players are wearing very colorful and contrasting uniforms, which separates them from the drab background of the bubbler and wall. A Propel bottle also sits very vibrantly in the bottom right hand corner. There are also to very bold statements running across the page that say “What if Gatorade made water?” and “Lightly f
Propel isn’t just selling a lightly flavored bottled water. They are portraying a modern day era in America where health and fitness mean a lot. Propel seems to embody America’s notions of nutrition, fitness, and athletics in this particular advertisement. It is a new era, and this is a new sports drink. “Is it in you?”
Another interesting repetition in this particular ad is the emphasis on how Propel contains vitamins. Americans have such an obsession with their weight and diets in this new century that the word vitamin automatically strikes a cord. People assume that this product can help them get healthier just by drinking it, which is completely false. Drinking Propel alone will not make you in any better shape.
Propel also is referred to as “the fitness water”. When I first read this I automatically thought to myself, “What makes water fitness water”? There are several different types of water on the market, but fitness water is a new concept to me. There is no explanation in the advertisement as to what fitness water actually is. Once again it seems to be a play on words that over exemplifies the fact that this water is going to do wonders for you just by drinking it.
Athletes are put on a pedestal in our country. A man that c
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