The new Gatorade TV ad.
A lot of the usual Gatorade athletes: D. Wade, Kerri and Misty, Jeter, Candace Parker.
Some interesting, surprising new athletes: Serena, skater Chaz Ortiz, softball player Jessica Mendoza (Usain Bolt is in another of the ads).
Some aging athletes who stand for something significant: the great Muhammed Ali, Tommie Smith and John Carlos, Bill Russell.
And current pop culture icons, like dance troupe Jabbawockeez and Lil Wayne, who narrates the spot. PS, I love his voice.
This ad will appeal to a lot of new people. It already has. Especially among hip hop culture, where it's generating buzz and discussion. If Gatorade wants to branch out to young urban influencers, this is a good thing.
It looks different than most tv spots and does an excellent job of making you sit up and take notice. And it’s clear that Gatorade is happy to turn away from hard core athletes and athletic influencers and turn their attention to cultural trendsetters.
For more proof, check out the youtube channel they’ve created (thank you, commenter Carol). There’s sports in there, but you have to listen for it.
A couple of things seem clear:
Gatorade was a functional beverage. G is a cultural beverage.
Gatorade was about function. G is about funktion.
Stay tuned.
3 comments:
Yes but does anybody, other than the marketing people at Gatorade, know what "G" is? The branding is non-existent. And the expense it will take to turn Gatorade and the lightening bolt into "G" will be enormous. Why do it? Because what does every new brand manager do? Change the package.
I thought it was remarkably self indulgent.
You are correct, sir. If you read much of the internet chatter, people like the G, they just don't know what it's for.
Equity be damned, buzz be praised.
It sucks, Danny. Aside from Fred's comment about equity, which is true, where is the dramatization of the benefit. At best I am entertained, but motivated to buy Gatorade?
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