Saturday, January 10, 2009
As the cliche states, "if it's not broken, why fix it?" The perils of wisdom hold true for many aspects of life, but when it comes to uniquely marketing a product the cliche should be changed to "if it's not broken, maybe you should fix it anyway."
On New Years day, when revelers nursed hangovers and television viewers watched USC make an argument for a national championship in The Rose Bowl, Gatorade launched the "What's G" marketing campaign. For Gatorade, "G represents the heart, hustle and soul of athleticism and will become a badge of pride for anyone who sweats," according to a company statement.
Gatorade's new campaign was launched with a commercial featuring a voice over from Lil Wayne and appearances by several superstar athletes, including Kerri Walsh, Derek Jeter, Dwyane Wade, Bill Russell and Muhammad Ali. Mysteriously, the commercial did not feature the Gatorade product and only flashed a "G" letter at the end of the advertisement. Since the commercial did not feature the athletic beverage, it could have also worked as effectively as an advertisement for an athletic apparel company.
The Gatorade sports beverage is not broken, but the repositioning of the logo and product's mission statement illustrate how PepsiCo is working to fix its product line in a turbulent economy. In an unstable economy, when some athletes are trading down to generic, no label sports drinks or other alternatives, including water, to save money, Gatorade's rebranding is convincing consumers to at least consider the sports beverage that is enjoyed by athletes of all ages and walks of life.
As the economy remains unstable and consumers look to save money, how many more brands will reposition product lines and work to fix unbroken marketing campaigns this year?