As a class, we studied the Gatorade brand and analyzed what it is doing, why, and how well. My team was responsible for analyzing how well the brand is using consumer touch points to engage the consumer, drive purchase and create customer loyalty. Building off of the insights from the previous teams in class, we created a consumer journey and day in the life. Focusing on digital and 1:1 touch points, we also developed several recommendations for Gatorade to improve its relationship with its secondary target market of 18- to 24-year-olds.