AgencySpy - Latest Comments in Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

Kanye West — Wed, 14 Jan 2009 18:46:15 -0000

More comments from the mouths of consumers (keep sipping the Hatorade y'all):

http://www.youtube.com/watc...

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

Kanye West — Tue, 13 Jan 2009 00:28:51 -0000

LOL!

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

Whipping Boy — Mon, 12 Jan 2009 00:40:53 -0000

These brands belong to the consumers who love them every day. If you don't understand that you will lose your way....

- Katie Bayne, CMO Coca-Cola

Clearly, the marketers at PepsiCo who are now making decisions on the behalf of this brand have lost touch with Gatorade's core consumers with the new campaign and decision to move the account to Chiat/Day (creative campaign) and Arnell (packaging, logo). Massimo D'Amore and Indra Nooyi's tactics will fail to move the needle and another agency will be given the task of resurrecting the brand after market share continues to fall.

A smart agency would have employed other tactics inviting consumers to discover "what G is" and teased the campaign out. The viral success of Element79's "Ball Girl" campaign was clearly the impetus behind the current program. I see what they are driving towards, but the execution is shit and sales will continue to fall short of analysts expectations.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

Lee Clow — Sun, 11 Jan 2009 23:46:56 -0000

This was Shi-at/Day, not Element79.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

Kanye West — Sat, 10 Jan 2009 17:36:53 -0000

Here's blog to observe what consumers think of this spot that's not ad people talking to themselves:

http://www.kanyeuniversecit...

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

Fri, 09 Jan 2009 03:52:57 -0000

Cripes! G?? Why not re-brand Zales "Bling?'

Isn't Element 79 dead yet?

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

raafi — Thu, 08 Jan 2009 18:22:43 -0000

Damn, dude, you're really out of it aren't you? Check the Google Zeitgeist report. Lil Wayne was only the fourth most searched person in 2008, or if music charts matter to you, then he had the third best selling album of the year too. I mean, that's a lot of white suburban high school kids right there.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

larry — Thu, 08 Jan 2009 14:28:37 -0000

i can't wait for an amusing spoof of this to show up on youtube/snl real soon

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

OCD ECD — Thu, 08 Jan 2009 12:36:36 -0000

Sorry, but who is little Wayne to white suburban high school kids and who listens to rap anyways?

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

goldoneshow — Thu, 08 Jan 2009 11:25:40 -0000

@superspy: the ethnicity of the creatives have nothing to do with "whitewashing". My guess is that the client pulled them back or put so many restrictions on who and what is allowed that this is where they ended up.
Anyone who has ever worked on Gatorade knows that while they may be attempting to go "urban" their true goal is to hook aspirational teen suburbanites while you may doubt this I know it for a fact. In the past, Gatorade/Pepsi hasn't allowed any artist who has used profanity or questionable lyrics in their songs to appear in a Gatorade commercial. Hence the only artist who has ever been used by Gatorade previously was LL Cool J. He's "urban" but not offensive to the suburban moms. (we all know he has had both profanity and questionable content but apparently his Q scores with suburban teens were big enough to overlook that) I don't know Lil Wayne's material enough to say he is edgy enough to buck this trend, but since he had so many #1 songs this year, I doubt it. But I could be wrong.
This campaign will not move the needle in the long run. Kids will see through the BS. In typical Pepsi fashion, they will probably abandon it before Labor day. They have the dedication and attention span of a ADD/HD kid on crack.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

z.cohn — Thu, 08 Jan 2009 09:13:42 -0000

dont underestimate the power and influence of lil wayne. and G is still a relevant slang term. Do yall listen to rap music? right. so fall back.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

wrod — Thu, 08 Jan 2009 02:20:55 -0000

@jack the only way to tell if this will work on consumers is when sales go up. Which they may for a brief period due to new package. But, sales will fall again after thay remember why they stopped buying it....most of it tastes like crap.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

htogs2 — Thu, 08 Jan 2009 02:02:29 -0000

Pathetic. Serves them right for leaving E 79.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

mumstheword — Thu, 08 Jan 2009 01:49:39 -0000

@I Rejected You - because they only thing they can leverage is legacy...oh and something that "nobody" else in advertising does Disruption and Media Arts...(riiiiight)

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

halffullnorempty — Thu, 08 Jan 2009 01:43:55 -0000

Yeah, these are crappy and the whole G thing is played and dated, but you can't assume this is the campaign. It has to be just the beginning. Let's see where it goes. Hopefully a better place than this stuff is.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

fred — Thu, 08 Jan 2009 01:39:36 -0000

@superspy re:@goldoneshow - at the end of the day, I am sure it was the white men in charge both at the agency and client commenting, tweeking, whitewashing and approving this stuff. So, I am not sure he should reconsider.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

Matt Van Hoven — Thu, 08 Jan 2009 01:20:48 -0000

@goldoneshow Just a note: one or two or maybe three african americans worked on this campaign. Does that make you reconsider your statement about whitewashing? Just curious.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

I Rejected You — Thu, 08 Jan 2009 00:15:13 -0000

Someone please remind me why Chiat is so cocky about hiring? Because this spot proves why they should be begging for new talent.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

OCD ECD — Thu, 08 Jan 2009 00:06:39 -0000

Wow. Now I know why Steve Jobs will only work with the team at Media Arts Lab. This campaign is horrible. Lee Clow should be embarrassed. Clearly, the glory days of Shi-at/Day are over.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

Don Draper — Thu, 08 Jan 2009 00:00:56 -0000

When you introduce a new logo as part of a rebranding campaign it should be done loudly and proudly. Gatorade had an opportunity to put a stake in the ground and assert their leadership position and category dominance and they failed miserably with this campaign. I can't identify most of the people in the spot because they are removed from the context of sport, and I am an avid sports fan. I can imagine that most teens are struggling with images of John Wooden, not to mention referring to Gatorade as "G," which is so 1998. Who thought that was cool, a 50 year old Creative Director? Who is your target Gatorade? High school athletes! Right? I am sure that "G" will really resonate with them.

I am stunned by such a radical departure from a winning formula that has been scientifically tested and proven on the field of play for over 30 years. Shame on you PepsiCo for allowing this to happen to such an iconic brand. Your shareholders will not be happy and other niche players will seize the opportunity to gain market share and develop innovative products with real benefits to athletes instead of relying on new logos, slick packaging, and other gimmicks from Marketing 101.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

Darren Rovell — Wed, 07 Jan 2009 23:45:26 -0000

"Gatorade Becomes VitaminWater"

When you are a leader in a certain sector and a competitor is coming after you, what do you do? You're supposed to just continue being who you were before the No. 2 was breathing down your neck. You are not supposed to try to steal market share from your competitor by trying to become them.

Well, the folks at Gatorade—a brand that I love more than any brand in this world—have buckled. And I fear that in the face of pressure they've made a grave mistake.

Here's the new Gatorade bottle for 2009, with the Big G.

I don't mind it. It's something different. What I do mind are the changes in the names:

Gatorade Fierce now equals Bring It
Gatorade X-Factor now equals Be Tough
Gatorade AM is Shine On
Gatorade Rain is No Excuses

That's not it. For the first time ever, they're putting vitamins in the flavors.

I'm staring at a document from the Gatorade Sports Institute in 2004 that says "vitamins provide no energy and vitamin supplements will not enhance athletic performance of individuals already consuming a balanced diet." Gatorade isn't saying it adds energy, but the brand is still putting it in their drink.

Here's what I surmise happened. Market research must have shown that the young kids didn't think that Gatorade was cool anymore and athletes and parents thought that it was nice that their competitor, Coca-Cola's [KO 44.93 0.22 (+0.49%) ]Vitaminwater, had the added value of vitamins. So what did the people at PepsiCo [PEP 53.89 -1.81 (-3.25%) ] do? They tried to become Vitaminwater.

Vitaminwater's flavors include defense, focus, balance, essential, energy, relaxed, among others. Now the only difference between Gatorade and Vitaminwater is the amount of sodium, which Gatorade has stood by for years. Is that next?

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

goldoneshow — Wed, 07 Jan 2009 19:56:39 -0000

It sucks pure and simple. The attempt to be urban has been whitewashed yet again. The slam poet YouTube videos are hokey and beat. The Murs video sounds like that weak ass LL Cool J spot Gatorade did four years ago.
For those who don't know, G is the new label design.
It may be getting people to talk but the real issue is whether or not it will get people to buy which I doubt it will.
Reality is Gatorade is sugar and salt water and very few people are buying it anymore as compared to a few years ago. They still have a commanding lead in the sports beverage industry. 70-75% but not the 87% they had just a few years ago.
Vitaminwater is licking it's ass and has single handedly destroyed the Propel brand.
Massimo D'Amore the douchebag who pulled the biz from E79 thinks that Gatorade can be bigger than sports. Of course this is thesame genius who paid $10 million dollars to produce that piece of shit Sobe "Thrillicious" spot last year. He is an overpaid Italian moron who thinks he knows American culture better than Americans.
As for Chiat/Day, shame on you. Double shame on the creatives who let this shit go out. It's obvious the glory days of Chiat/Day are really. Enjoy tossing the salad of Pepsi. It worked out real well for E79.
So what's a G? Gag.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

Gitamba — Wed, 07 Jan 2009 19:56:36 -0000

There is no contest the spike lee joint is brilliant all sucker mc's can just go home.

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

brad — Wed, 07 Jan 2009 19:11:55 -0000

How about what's "C"?

As in Crap!

Re: Oh Gatorade, You're So Not a "G" Thing - mediabistro.com: AgencySpy

Evan Bone — Wed, 07 Jan 2009 18:53:33 -0000

I think these spots are brillz. Y'all are retardo.