Brand Passion Index: Gatorade Generates the Buzz
Kimberly Surico |
 07/10/13 |
2 min read

Man drinking orange Gatorade from the bottle

We don’t drink soda at my house – we’re a water and orange juice family. However, when it’s this hot (95 degrees last weekend!), I bend the rules a bit for my active kids who can’t get enough biking, swimming and playing in the dirt. And what better to replenish all those sweated-out electrolytes than a sports drinks? And in our case, that drink of choice is always lemon Gatorade – or as my littlest calls it, lemon juice! With July hitting some peak temperatures, I looked at sports drinks brands for our monthly Brand Passion Index and chose these five brands: Gatorade, Powerade, Vitamin Water, Pocari Sweat and Sobe LifeWater.

In the graphic above, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.

It came as no surprise to me that Gatorade generated a massive share of the buzz among the five brands, generating 75% of the overall chatter. However, a lukewarm Passion Intensity of 57 and the lowest Net Sentiment of 44 put the sports drink powerhouse in a lower position despite its enormous buzz. Verbatim surfaced about the brand showed that online consumers are complaining about the taste, as well as the overdramatic commercials.

Powdered Gatorade tastes so yucky…And salty . :|.

Gatorade has nasty after tast.

That Gatorade commercial is stupid.

I hate gatorade commercials … They’re so serious & dramatic for some “energy” juice !!! This isn’t for a Grammy.

Vitamin Water ranked third in buzz with 9% of the overall chatter, and also emerged as one of the most-liked brands among the five with the highest Passion Intensity of 63 and the second highest Net Sentiment score of 52. Funnily enough, commentary from online consumers was similar to Gatorade, focusing on taste and commercials – but in a slightly more positive light.

vitamin water taste amazing.

This vitamin water tastes soo goood.

These Vitamin Water commercials are better than this NBA Finals.

That vitamin water commercial was great. I totally did not expect that goose to tackle the duck.

Most-loved brand went to one I’d never heard of – the Japanese-based Pocari Sweat. The company had the highest Net Sentiment of 73 and a Passion Intensity of 53. Its customers took to social media to talk about how much they love the drink’s taste…despite the peculiar name. Can’t say I blame them!

@bluemarbleterra many thanks! Love Pocari Sweat, despite its unfortunate name.

I love Pocari Sweat! I discovered that sweet nectar of life in Japan.

love pocari sweat…they need to change the name though.

@bedlamfury Pocari Sweat tastes good, and is useful for your condition, but the name is simply DISGUSTING !!

So how are you staying cool and refreshed this summer? Let me know in the comments!

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