Gatorade Aims To Fight Back And Sting The Competition in 2010

Gatorade uses Muhammad Ali’s memorable and motivating quote as the strapline for this new television spot that showcases a package redesign for their G2 low calorie product line.

Why do I like this ad? Because it get backs to what Gatorade is best at showing, and that is showing athletes using Gatorade at the height of their athletic achievements and prowess.  When I was growing up I always saw the old Gatorade ads with famous sports stars in their shining moments. It was aspirational. I’m glad Gatorade is returning back to this image in 2010. Last year, Gatorade tried to tell us what “G” meant over a soft piano loop and a Lil Wayne voice over.

Gatorade even included America's favorite masked dance crew, The Jabbawockeez in their ads in, attempt to appeal to more than just your traditional athlete.

At the same time Gatorade made “What’s G” the center of their messaging last year, sales started to fall as volume dropped by 18% in the first half of 2009, according to Ad Age.  There is no doubt that Gatorade is hoping that the new product face lift and campaign will help them regain lost market share in a sports drink category that they invented.

In addition to the package redesign, look for two new products from Gatorade this year as well.  In the same Ad Age article mentioned above, it was reported that a new 4 ounce ‘energy boost’ type product called Prime will be in stores in 2010.  Another new product you can expect from Gatorade, which is intriguing to me, is Recover, a 16.9 ounce drink that will include 16 grams of whey protein.  Gatorade definitely has an opportunity to compete with Muscle Milk with this new protein drink.  Protein drinks are huge among young guys right now, and Gatorade is obviously a name people trust, so it will be interesting to see if people will give it a shot over the popular protein boosting beverage.

I for one, will be looking to try this new Gatorade Recover, once I get back in the gym after taking some 6 months off.  BU Fit Rec here I come!

2010 Vancouver Olympics promo ad (commercial)

While watching the U.S. Open on father’s day I saw this great promo ad for the 2010 Olympics in Vancouver. Apolo Ohno has a great story behind him and I wish him luck in 2010. The ads so far for the 2010 Olympics are surrounded by the word “believe”. Only a few commercials have come out so far, but I am interested to see where it goes from here.