Gatorade took a series of bold marketing steps to relaunch its brand. While some panned its initial teaser campaign, many parents of children with autism applaud it.
Gatorade has caught a good deal of flack for rebranding itself simply as the letter 'G.' Teaser ads that ran for weeks did not come out and tell the consumer "Gatorade is now 'G.' Go out and buy some right away." Instead the spots showed what the brand stands for via a montage of black-and-white images of 28 legendary athletes.
No image was more powerful to parents of children with autism than that of Jason McElwain. Nestled between the likes of Tiger Woods, Michael Jordan and Muhammad Ali was J-Mac.
For those who do not know his story, this is what happened: J-Mac, as his teammates called him, has autism. As a student at Greece Athena High School in upstate Rochester, N.Y., he was welcomed by the basketball squad as a teammate and a friend, although his job was to provide support and help clean up after the game.
As a mostly symbolic gesture, the team's coach told the student body that J-Mac would get into the final game of the season last year, even if only for a few plays. The students, in support of their friend, held up signs bearing his photo.
Well, J-Mac missed his first shot, leaving his coach to wonder how long he should leave him in. After all, he didn't want to make a spectacle of such a well-loved student. And then something amazing happened: J-Mac hit a 3-pointer. The gym erupted.
Then he hit another and another and another. When he was through he set the school record for most 3-pointers ever hit in a game (6) and he scored 20 points in four minutes.
For many folks who watched this on YouTube, it fit in nicely with their perception of the autistic. Namely, many believe each has the skills of a savant.
After all, most people's only point of reference is Rain Man. Their perception is that all people with autism are capable of spectacular things like Dustin Hoffman was in the movie. For a very small minority this is true.
The reality is those who are gifted and fall within the autistic spectrum struggle. As do all of those affected with this neurological disorder that is often characterized by impaired social skills and communication.
But, every parent I have encountered knows his or her child is capable of more. Some parents feel their child can achieve greatness. Even if this greatness is saying the sentence, "I want juice" for the first time—well after their sibling or typical peers did. Writing their name, singing a song like "Wheels on the bus," all are major accomplishments. These are all victories for kids who just aren't playing the same game as everyone else.
That's why J-Mac's accomplishments are so inspirational. We all feel that given the right circumstances, that our children cannot only excel, but they can win. We look at our children's potential and imagine only the best.
The fact that this young man succeeded at a sport like basketball is a perfect metaphor. So many parents see that their kids can hit the shot. It just doesn't happen consistently. Then all of a sudden it does and their child turns a corner.
I'm not sure that people who do not have challenged family members or friends in their lives will ever truly understand what it is like, but I applaud Gatorade and TBWA\Chiat\ Day in Los Angeles for exposing them to
J-Mac. Perhaps they will ask the question, "Who is that?" And go on to learn his story.
Even if his face didn't register with them, it did with the parents of autistic children and adults. This is a passionate and ever-growing group of people who take notice and share information about science, schools and, yes, brands. The latest statistics have 1-in-150 children as being classified as being on the spectrum. Others will argue the number is much higher. Either way, this is an engaged and informed consumer base.
The sheer fact that such a major brand would include J-Mac in its montage of top athletes did not go unnoticed. It is a testament to someone on their brand team who truly understands. "We included J-Mac because of his remarkable sports moment," said Pete Brace, a Gatorade rep. "He is someone who clearly represents the heart, hustle and soul of an athlete."
His inclusion is an inspiration for the many people who are dealing with autism every day.
We know given the right chance, through time, effort and love, our kids can achieve many things people told us they would never be able to do.
Whether it is a 20-point scoring explosion, using a skill acquired after hours of therapy like cutting a piece of paper, or attending their first day of class in a mainstream setting with their typical peers—there is so much progress to be made.
That's why J-Mac is a winner for sticking with basketball and excelling at it. And so is G for embracing him and in turn, the many, many people affected by autism. http://www.brandweek.com/bw/content_display/current-issue/e3ic96aa80f511fb30ff2a376a2e0aa905f
Don't hesitate to add your comments
__________________
Gatorade has caught a good deal of flack for rebranding itself simply as the letter 'G.' Teaser ads that ran for weeks did not come out and tell the consumer "Gatorade is now 'G.' Go out and buy some right away." Instead the spots showed what the brand stands for via a montage of black-and-white images of 28 legendary athletes.
No image was more powerful to parents of children with autism than that of Jason McElwain. Nestled between the likes of Tiger Woods, Michael Jordan and Muhammad Ali was J-Mac.
For those who do not know his story, this is what happened: J-Mac, as his teammates called him, has autism. As a student at Greece Athena High School in upstate Rochester, N.Y., he was welcomed by the basketball squad as a teammate and a friend, although his job was to provide support and help clean up after the game.
As a mostly symbolic gesture, the team's coach told the student body that J-Mac would get into the final game of the season last year, even if only for a few plays. The students, in support of their friend, held up signs bearing his photo.
Well, J-Mac missed his first shot, leaving his coach to wonder how long he should leave him in. After all, he didn't want to make a spectacle of such a well-loved student. And then something amazing happened: J-Mac hit a 3-pointer. The gym erupted.
Then he hit another and another and another. When he was through he set the school record for most 3-pointers ever hit in a game (6) and he scored 20 points in four minutes.
For many folks who watched this on YouTube, it fit in nicely with their perception of the autistic. Namely, many believe each has the skills of a savant.
After all, most people's only point of reference is Rain Man. Their perception is that all people with autism are capable of spectacular things like Dustin Hoffman was in the movie. For a very small minority this is true.
The reality is those who are gifted and fall within the autistic spectrum struggle. As do all of those affected with this neurological disorder that is often characterized by impaired social skills and communication.
But, every parent I have encountered knows his or her child is capable of more. Some parents feel their child can achieve greatness. Even if this greatness is saying the sentence, "I want juice" for the first time—well after their sibling or typical peers did. Writing their name, singing a song like "Wheels on the bus," all are major accomplishments. These are all victories for kids who just aren't playing the same game as everyone else.
That's why J-Mac's accomplishments are so inspirational. We all feel that given the right circumstances, that our children cannot only excel, but they can win. We look at our children's potential and imagine only the best.
The fact that this young man succeeded at a sport like basketball is a perfect metaphor. So many parents see that their kids can hit the shot. It just doesn't happen consistently. Then all of a sudden it does and their child turns a corner.
I'm not sure that people who do not have challenged family members or friends in their lives will ever truly understand what it is like, but I applaud Gatorade and TBWA\Chiat\ Day in Los Angeles for exposing them to
J-Mac. Perhaps they will ask the question, "Who is that?" And go on to learn his story.
Even if his face didn't register with them, it did with the parents of autistic children and adults. This is a passionate and ever-growing group of people who take notice and share information about science, schools and, yes, brands. The latest statistics have 1-in-150 children as being classified as being on the spectrum. Others will argue the number is much higher. Either way, this is an engaged and informed consumer base.
The sheer fact that such a major brand would include J-Mac in its montage of top athletes did not go unnoticed. It is a testament to someone on their brand team who truly understands. "We included J-Mac because of his remarkable sports moment," said Pete Brace, a Gatorade rep. "He is someone who clearly represents the heart, hustle and soul of an athlete."
His inclusion is an inspiration for the many people who are dealing with autism every day.
We know given the right chance, through time, effort and love, our kids can achieve many things people told us they would never be able to do.
Whether it is a 20-point scoring explosion, using a skill acquired after hours of therapy like cutting a piece of paper, or attending their first day of class in a mainstream setting with their typical peers—there is so much progress to be made.
That's why J-Mac is a winner for sticking with basketball and excelling at it. And so is G for embracing him and in turn, the many, many people affected by autism. http://www.brandweek.com/bw/content_display/current-issue/e3ic96aa80f511fb30ff2a376a2e0aa905f
Don't hesitate to add your comments
Posts
No comments:
Post a Comment