First in Thirst How Gatorade Turned the Science of Sweat into a Cultural Phenomenon (Audible Audio Edition) Darren Rovell Dick Terhune Audible Studios Books
Download As PDF : First in Thirst How Gatorade Turned the Science of Sweat into a Cultural Phenomenon (Audible Audio Edition) Darren Rovell Dick Terhune Audible Studios Books
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 more 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.
First in Thirst How Gatorade Turned the Science of Sweat into a Cultural Phenomenon (Audible Audio Edition) Darren Rovell Dick Terhune Audible Studios Books
I hate being the lone non-5star review for this, but it fell just short for me. There are moments in the book where the names and years are too convoluted to follow perfectly. The book isn't ordered chronologically per se, but more by a topic by topic basis, so at times it is tough to follow just how far along Gatorade was (did they sign Jordan yet? was Powerade on the scene? etc etc). Also, I could have used some re-introductions at times of the myriad "characters" of the book since it is not necessarily chronological and people disappear for a few sections at a time.Also, on kindle there were a few minor formatting issues. Numbers have odd spacing (sometimes a fraction will look 1/2 or 1 / 2 or mini like how MS Word shrinks them after you type them; not sure how else to describe that!) and some words seem to have random spaces. I came across maybe 7 or 8 oddities like this, so it's nothing that takes away from the reading, just something I thought I'd mention.
All in all, a very good book with TONS of interesting information and tidbits for marketing minds and sports fanatics.
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First in Thirst How Gatorade Turned the Science of Sweat into a Cultural Phenomenon (Audible Audio Edition) Darren Rovell Dick Terhune Audible Studios Books Reviews
Being a business student I can relate to the issues that Gatorade faced with branding and image. I really enjoyed the creative marketing approaches Gatorade used to become the #1 sports drink.
If you are thinking in pursuing a career in sports marketing you definitely need to read this book. A great compelling story on the history of Gatorade and all the strategy behind the Gatorade brand. The book is well written and supported.
Read it in business school and still use its talking points.
I only knew loosely that it was created by the Florida Gators in the 60's. Well this book tells the whole story relatively well. Doctors and scientists actually created Gatorade and there is a very interesting story about the evolution of the drink. I bought the book out of obligation because all I drink is orange Gatorade. Very happy to have bought the book and learned a great deal about the drink I love.
A highly-informative book written with love by a dogged sports business researcher. It is incredible to me that the University of Florida was so unsupportive of their faculty during the nascent days of the product, yet had its hand out when the money started rolling in.
You don't have to be interested in industry to enjoy this book!
This is a great book. Gatorade is one of the most well-known consumer products in existence and this book details how it came to be what it is today. I would recommend this to any sports fan, business student, history buff or marketing person. They nailed marketing and the book goes into great detail to tell you how they've come to have the dominating market share that they do. Gatorade really is First In Thirst. You will not regret your purchase.
Purchased for the hype but let down by the style. It reminds me of the effusive praise I had in 2001 as a freshmen student in Economics for Tyco and Dennis Kozlowski. Every word is lavish spectacle and Gatorade can seem to do little wrong. I want the hard hitting truth about corn-sweetener and who should really drink this.
There is a foray into marketing strategies whereby you the reader are versed on the importance of customer profiling by your savior, Saint Gator of Indiana. Many phrases are repeated (really, they have to hot wash the bottles you say?) and some of the sentence structures are downright bizarre.
Fairly good party talk though. Margie, did you know the University of Florida sued for profits years after initially scoffing at investing in the concept?
I hate being the lone non-5star review for this, but it fell just short for me. There are moments in the book where the names and years are too convoluted to follow perfectly. The book isn't ordered chronologically per se, but more by a topic by topic basis, so at times it is tough to follow just how far along Gatorade was (did they sign Jordan yet? was Powerade on the scene? etc etc). Also, I could have used some re-introductions at times of the myriad "characters" of the book since it is not necessarily chronological and people disappear for a few sections at a time.
Also, on kindle there were a few minor formatting issues. Numbers have odd spacing (sometimes a fraction will look 1/2 or 1 / 2 or mini like how MS Word shrinks them after you type them; not sure how else to describe that!) and some words seem to have random spaces. I came across maybe 7 or 8 oddities like this, so it's nothing that takes away from the reading, just something I thought I'd mention.
All in all, a very good book with TONS of interesting information and tidbits for marketing minds and sports fanatics.
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