Gatorade created a limited-edition designed bottle for the victory of the NY Giants over the New England Patriots. The bottle has a silver label with the words “NY Super Bowl XLII champs” written on it. Each bottle is worth $2.25. A case, containing 24 bottles is sold at $24.99. A certain amount was also produced in case the Patriots won, for their perfect season. Those bottles were all thrown out.
5 of those bottles were signed by MVP Eli Manning and auctioned on e-bay. “For almost 40 years Gatorade has played an important part in fueling some of the world’s toughest athletes on sports’ most high-pressure stage — the Super Bowl. We’re proud to offer this first-ever celebratory bottle to the New York Giants, a team that defied the odds and claimed their place in NFL history,” said Matt Knott, vice president of Gatorade marketing.
Using this marketing strategy is very smart and definitely got Gatorade a lot of money. Those bottles were sold instantly especially since they were “first come, first serve.” Their price was higher than the average Gatorade bottle. People who bought them probably didn’t even drink them. They just placed them somewhere in their homes. The word “limited-edition” is very important in sports marketing. When you know that this product is limited and won’t come out again, you will run and buy it and view it as commemorative.
