G

What is G?


Have you seen the new G commercial on television over the holidays, if not, here is a sample courtesy of Youtube. G Commercial

Still wondering what G is? G is a major rebranding for Gatorade and according to a company statement, "For Gatorade, G represents the heart, hustle and soul of athleticism and will become a badge of pride for anyone who sweats." In my opinion, the statement is a little over the top, but it’s marketing and what else would you expect.

The commercial is actually pretty good because it offers no connection to Gatorade and it leaves the viewer with a need to know what G is. I think this is a great way to start a rebranding campaign. Undoubtedly we will see some additional commercials in the near future that directly connect G to Gatorade.

Why does Gatorade need rebranding? It’s appears PepsiCo is in the mood for rebranding. Actually PepsiCo’s Gatorade brand in recent years has lost some market share to rivals in the hydration category, most notably Glaceau Vitaminwater. Articles on the Gatorade rebranding subject are available on Adweek and BevNet

In addition to rebranding Gatorade as G, line extensions will also be renamed. Wow, PepsiCo marketing executives are really doing this up big time. On the surface, renaming the line extensions sounds rather risky until you take a look at the new product packaging. At least the marketing executives had enough sense to reference the old line extension name so the consumer won’t be totally lost. I assume the old line extension name will be removed from the product packaging in due time.

Here are some pictures of the new rebranded products. Notice the old line extension name still appears on the product packaging.

Gatorade is now G.
Gatorade Fierce is now Bring It.
Gatorade X-Factor is now Be Tough.
Gatorade AM is now Shine On.
Gatorade Rain is now No Excuses.
It’s pretty safe to say PepsiCo marketing executives are exhibiting some XL huevos by rebranding Pepsi, Gatorade, and a couple other brands at the same time. As for ADEP Winter 09 BUS 375 and the timing of this major PepsiCo rebranding effort, priceless.