Jock Juice

They say Gatorade is designed to meet the needs of all athletes. Backed by more than 40 years of research, it is scientifically formulated to rehydrate, replenish and refuel athletes. Gatorade controls around 80 percent of the sports drink category but has seen hundreds of competitors from VitaminWater and Powerade to bottled water and energy drinks, are all drawing customers away that otherwise might have bought Gatorade.

In the last year Gatorade named Sarah Robb O'Hagan (formally of Nike) their new Chief Marketing Officer and has made TBWA\Chiat\Day (adidas) their new lead advertising agency. Since making these changes, Gatorade is redesigning everything from the sidelines to the shelf. “Just like any good athlete, Gatorade is taking it to the next level,” said O’Hagan, “Whether you’re in it for the win, for the thrill or for better health, if your body is moving, Gatorade sees you as an athlete, and we’re inviting you into the brand.”

Flagship drink, Gatorade Thirst Quencher will redesign its packaging. The letter G will be front and center along with the brand’s iconic bolt. G represents the heart, hustle, and soul of athleticism and will become a badge of pride for anyone who sweats, no matter where they’re active. The new TV spot “What’s G” (like any good New Years resolution launched January 1) brings sports legends past, present and future together who embody this Gatorade creed.

To help differentiate Gatorade’s sub-brands, each beverage will have a name that conveys the attitude of a coach or personal trainer, through in-your-face names on the label. New names such as BE TOUGH, NO EXCUSES, and BRING IT are designed to energize and excite consumers by reflecting their attitude and approach to activity.

So does Gatorade have more to lose than gain by going G. I loved the last campaigns where the athletes sweat Gatorade or where they celebrate its Florida football origins. But I can see the point of this new direction. They want to be bigger than a beverage. They want to be lifestyle. They have a mantra and are trying to be authentic to it. And to make a splash the size they are aiming for, you have to change everything.