Are Athletes Not Enough for Gatorade?
I’m honestly not trying to drink the Hate-orade (I know too easy), but I really don’t understand this move. Why would Gatorade do this campaign? What was its objective? To gain urban credibility? To launch a new bottle with the Big “G”? Why does Pepsi Company just seem to think think a refresh is in order across the board? Don’t get me wrong, I’m all for experimentation on the design and advertising tip. But I just don’t see this one at all. And that’s even as a big fan of the JabbaWockeeZ (big enough at least not to have to look it up to spell it) and spoken word poetry (on Saturday nights past you couldn’t find me at the club, you could find me watching Def Poetry Jam on HBO on my couch…I wasn’t a grouch/ I was awaiting De La Hoya / Because even though I’m an Irish Jew I look Latino / Ja Rule baby!). I put it out to Twitter and got pretty much all negativos:
Here’s the pillar spot, which incorporates athletes at least (and comments are split 50/50)…
2 Comments to Are Athletes Not Enough for Gatorade?
I think the ad does the strategy a disservice. Show me Weezy in the studio for 10 hours straight, straining to get one more take, before going out on the stage for a three hour set, and needing some Gatorade to keep going. That show’s me something I didn’t realize. That the JabbaWockeeZ (copied and pasted; can’t spell) need to train for hours like athletes do. That would be cool. But lil wayne? Have you seen him on his MTV Jams special. He is as healthy as Jack Black coming off heroine in Tropic Thunder.
Living in Australia it’s been interesting seeing this campaign over the net. Gatorade is popular here, but mostly through association with American sports. From the Aussie eye, this feels like they’re trying to ghettofy the brand.
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January 7, 2009