I’m pretty sure I’m addicted to Gatorade. I know there are no addictive substances in it, but I get crabby and irritable if I go too long without it. And if I’m close to running out, then it’s a relative crisis in my book. You will almost never find me without a Gatorade bottle! Since I clearly pay such close attention, I’ve noticed some interesting changes to the Gatorade brand in the past few years.
First, a few years ago they started really de-emphasizing the classic “Gatorade” name. It’s always a shock when a product you like changes the packaging, so imagine how jarring it was for me when all of a sudden all of the Gatorade bottles were replaced with “G” bottles. For a split second (and while in sheer panic) I thought I had lost my vice. But after closer inspection, “Gatorade” could be found on all the bottles, but it was relegated to some of the smallest type on the packaging.
Now, in the last year or so, they have taken it one step further. Gatorade is no longer just one drink; it is a set of drinks dubbed the “G SERIES.” There are 3 steps/drinks to this:
- 01 PRIME (Before Exercise): It supplies carbohydrates and B-Vitamins as a sort of pre-game “fuel.” Oddly, it actually does not come in a bottle…instead it comes in a soft foil package that is squeezed.
- 02 PERFORM (During Exercise): The classic G and G2 (Gatorade and Low-Calorie Gatorade, respectively). It replenishes vital nutrients and energy.
- 03 RECOVER (After exercise): Designed to provide tired muscles with the protein it needs to recover and rebuild.
The effectiveness of “G SERIES” as a workout tool is debatable, but it is DEFINITELY a bold marketing step. Rebranding and/or expanding a classic product with the name recognition and 40-plus-year history of Gatorade is a risky move. Hopefully for them it has paid off by opening up new marketing angles.
Plain ol’ Gatorade isn’t good enough for all your workout needs! Now you need something new and exciting before and after workouts to out-class your competition. I’m interested to see if this technique (which is a very original idea in their market) is effective, or if in a few years G SERIES is just a memory and we go back to the bottles with the Gatorade name proudly displayed on them.
Have you noticed this rebrand? Is it a smart step or a mistake for the Gatorade name?