Conducted primary and secondary research to understand Gatorade’s opportunity to target the Hispanic market. We assessed brand perception, loyalty and intent to purchase by Hispanic mothers, athletes, and trainers. Developed educational material in Spanish for schools and trainers to share with Spanish dominant families, and created both a short and long-term strategic plan for Gatorade that included leveraging international properties, creating new programs targeting US Latinos, creating partnerships with key sports properties, among others.