Gatorade vs. "G"
Creating a stronger brand message & presence or Detrimental?
I love G2 Gatorade, lets just start with that, ha. Gatorade has strongly positioned themselves as the premier quality sports drink for athletes, inspiring 'civilians' to consume the product as well. Their packaging, commercials, and positioning are strong, and their competition (Powerade, cannibalization of current brands of Gatorade, bottled water, Vitamin Water, Sobe, and other flavored juice drinks/water/fitness thirst quenchers) are far from pushing them out of their top ranked spot. Amplified by the "electrolyte" replenisher attribute, logo plastered on towels used by top athletes while in games (great idea by the way), the jugs that are poured on winning coaches, the wonderful and recognizable orange color on bottles/containers, and other celebrities since Michael Jordan jumping on the media band wagon, Gatorade is a strong brand.
Recently they changed their logo from the old school "GATORADE" name with the famous lightning bolt, to simply convey their logo and presence via the letter "G" with a bolt. Is this a good move, or not? They are taking ownership of a single letter to connect their brand with consumers. Will the vague interpretation by consumers of a single letter resonate with established and inspiring loyalty? They had commercials with athletes, speaking of the "G", and spent a lot of ad space to generate 'viral' interest, but I feel the message disconnected too far from what their brand was to what consumers viewed. Great idea to inspire interest and questioning of the commercial, one could interpret & instinctively insinuate that it was a "Gatorade" commercial due to the athletes and 'tone' of it, but it left too much to the imagination. It's great to inspire interest, not plaster your logo and be 'loud' all the time, but you want to make sure you don't leave too much guessing in your marketing.
I am certain the brand will thrive, do well, but wanted to share some insights from my perspectives in their ad campaign shift. Thoughts?
I love G2 Gatorade, lets just start with that, ha. Gatorade has strongly positioned themselves as the premier quality sports drink for athletes, inspiring 'civilians' to consume the product as well. Their packaging, commercials, and positioning are strong, and their competition (Powerade, cannibalization of current brands of Gatorade, bottled water, Vitamin Water, Sobe, and other flavored juice drinks/water/fitness thirst quenchers) are far from pushing them out of their top ranked spot. Amplified by the "electrolyte" replenisher attribute, logo plastered on towels used by top athletes while in games (great idea by the way), the jugs that are poured on winning coaches, the wonderful and recognizable orange color on bottles/containers, and other celebrities since Michael Jordan jumping on the media band wagon, Gatorade is a strong brand.
Recently they changed their logo from the old school "GATORADE" name with the famous lightning bolt, to simply convey their logo and presence via the letter "G" with a bolt. Is this a good move, or not? They are taking ownership of a single letter to connect their brand with consumers. Will the vague interpretation by consumers of a single letter resonate with established and inspiring loyalty? They had commercials with athletes, speaking of the "G", and spent a lot of ad space to generate 'viral' interest, but I feel the message disconnected too far from what their brand was to what consumers viewed. Great idea to inspire interest and questioning of the commercial, one could interpret & instinctively insinuate that it was a "Gatorade" commercial due to the athletes and 'tone' of it, but it left too much to the imagination. It's great to inspire interest, not plaster your logo and be 'loud' all the time, but you want to make sure you don't leave too much guessing in your marketing.
I am certain the brand will thrive, do well, but wanted to share some insights from my perspectives in their ad campaign shift. Thoughts?
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