First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon

First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon

Darren Rovell / Apr 09, 2020

First in Thirst How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon Selected as one of Soundview Executive Book Summaries s the Best Business Books of the year Remember the Cola Wars with Coke and Pepsi battling it out year after year for supremacy in the soft dri

  • Title: First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
  • Author: Darren Rovell
  • ISBN: 9780814472996
  • Page: 420
  • Format: Hardcover
  • Selected as one of Soundview Executive Book Summaries s the 30 Best Business Books of the year Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market Or what about the Burger Wars, the legendary slugfests between McDonald s and Burger King Then of course, there were the Sports Drink Wars If you blinked, you Selected as one of Soundview Executive Book Summaries s the 30 Best Business Books of the year Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market Or what about the Burger Wars, the legendary slugfests between McDonald s and Burger King Then of course, there were the Sports Drink Wars If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would be rival Although a few other brands hold slim market shares, the fact is that Gatorade single handedly created the sports drink industry 40 years ago and has absolutely ruled it ever since.But Gatorade is than just a triumph of branding First, it s a trusted product that has been scientifically proven to do what it claims to do.Second, Gatorade is an enthralling story, brought to life in bright color and sharp detail in First in Thirst Author Darren Rovell, a skilled, objective, and passionate journalist, chronicles every astonishing milestone of the company s history.With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat drenched University of Florida football practices, the first unpalatable prototypes, and the commercial and financial interest that quickly took hold following the drink s first on field successes Then came the advertising, sponsorships, product placements many of them fortuitous , and finally the two milestones that cemented Gatorade s iconic status once and for all the ubiquitous Gatorade bath and the Michael Jordan Be Like Mike endorsement deal.With refreshing candor, First in Thirst also offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps there have not been many that have attended Gatorade s reign as the 800 pound gorilla of the sports drink scene Rovell places the reader inside labs and brainstorming sessions, at board meetings and ad shoots, on the sidelines and in the dugouts, even in the winner s circle at NASCAR events where Gatorade manages maximum exposure even at tracks whose official sponsors include chief rival POWERade.The book identifies the nine Gatorade Rules, business principles that have helped Gatorade become one of the most dominant brands ever By adhering to these principles, businesses in other industries may achieve greater brand recognition and market share.Long before America knew what deep down body thirst was, a team of university scientists had already invented something to quench it First in Thirst is the story of the product and the company, and of America s fascination with the one and only Gatorade.

    • Unlimited [Historical Fiction Book] ☆ First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon - by Darren Rovell Æ
      420 Darren Rovell
    • thumbnail Title: Unlimited [Historical Fiction Book] ☆ First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon - by Darren Rovell Æ
      Posted by:Darren Rovell
      Published :2019-06-02T17:18:16+00:00

    About "Darren Rovell"

      • Darren Rovell

        Darren Rovell Is a well-known author, some of his books are a fascination for readers like in the First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon book, this is one of the most wanted Darren Rovell author readers around the world.


    835 Comments

    1. It was a neat success story about the emergence of Gatorade, but the entire book could have fit in a better written (and shorter) article on sports marketing. I took away a couple of good branding insights, nonetheless. 2 stars for this week's marketing fix.


    2. Interesting book on one of the major success stories in marketing. Dr. Cade was a Renaissance man who wasn't just professor of Medicine, a renal specialist, a world-class violinist, a Studebaker car aficionado and restorer, biblical scholar and very generous and kind person but he and his colleagues built a Trust to send deserving students to College and Medical School. I had the privilege of working with him as a consultant on a couple of other inventions for a short period of time.



    3. I enjoyed this book. It is a great history of the Gatorade brand. It was obviously written by a marketing person. It spends a massive section talking about the Michael Jordan commercial and give the Quaker Oats buyout of Stokely only a passing mention. Why did Quaker want Gatorade? The book doesn't give clear answer. That said, if you have ever been curious how Gatorade has been able to maintain 80% market share in the sport drink market, you should read this book.


    4. I'm a runner who uses Gatorade for all long runs/races so I was interested in this. It's not bad, by any means, but I found it rambling at times and in desperate need of a good editing. Still, I loved the stories of the very first Gatorade and how disgusting it tasted. :)


    5. I'm not sure why I read a whole book about Gatorade, but I did. It read a bit like a 9th grade history report at times, but it wasn't terrible. If you're really into marketing, business, or sports drinks, this might be interesting to you. Otherwise, you can probably skip it.


    6. I bought this because it was a 99c sale on Kindle, and because I like Darren Rovell's sports biz talk on Twitter. The writing is standard book-report like reporting, but the best parts are about how Gatorade approached branding and taking on Coke and Pepsi.


    7. Everybody knows Gatorade. However the most well known cheap drink have evolved decades and decades to become a world wide sport drink. The process of growth might sound easy but success didn't happen without effort and passion.


    8. This was a light and overall entertaining history of how Gatorade was developed and marketed. Along the way, it looks at Michael Jordan's involvement with the brand, the battles with POWERade, and more. It wasn't deep writing, but it didn't need to me. I learned a lot about the brand.


    9. It's interesting, but it's pretty much all about marketing for the drink. I was hoping for a bit more, like In-N-Out Burger by Stacy Perman, but this book is too structure, where you feel that you are reading a text book for an prerequisite to get into the program in advertising.


    10. I knew that Gatorade came from the University of Florida, but this book truly explains the marketing genius over the lifetime of Gatorade. I enjoyed, even though i do not like Gatorade.



    11. It taught me a lot about the drink that I have everyday.It often seemed somewhat boring, but many facts and factoids were very interesting.


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