Identity
  • About
    • Who We Are
    • Culture
    • The Identity Way
    • Careers
    • Apprenticeship Program
  • Team
  • Capabilities
    • Overview
    • Modern PR Mix
    • Our Process
  • Expertise
    • Detroit
    • Chicago
    • Real Estate
    • Professional Services
    • Retail & Restaurants
    • Hospitality
    • Automotive
    • Attractions
    • Technology
    • Education
    • Nonprofit
    • Cannabis
  • Case Studies
  • Blog
  • Contact

Gee…G?


By: Andrea Trapani

Add this to what I consider to be a long list of missteps for the Pepsi family of brands.

Gatorade is now “G”? Really? This is what passes for brand repositioning these days?

gatorade1

Maybe this is a “nickname,” like “M” or “4.” I’m not really sure. What I am sure of is this is clearly an attempt at buzz marketing. Many (at least those paying attention) are talking about Gatorade. A well-produced and well-placed ad during the Super Bowl certainly helped in that regard.

But I don’t get it, to be honest. The Gatorade brand falls just sort of being a “Kleenex” or “Q-Tip” type of brand. Not only that, the name actually means something, and has a very interesting heritage tied to considerable equity in the name itself. Everyone knows the brand, and relates to it. There is no substitute, just imitators. Why deviate from that? Why (excuse the pun) water down that message? What is to be gained? Are they pursuing the “hip” factor? Are the brains behind all of this Pepsi rebranding being too clever by half?

And why G? I thought perhaps GM would’ve reserved that, as they move out of the Motors game and just become “General.”

Not to mention, the new G brand is just plain snoozeville, Lil Wayne notwithstanding.

Previous Post Next Post

recommended posts

February 06, 2023
Andrea Conrad and Kim Eberhardt Elevated to Vice President Roles
web traffic google analytics 4
January 17, 2023
Updating To Google Analytics 4: Why You Should Make The Change Now
MORE BLOG POSTS
Identity
  • Sitemap
  • Privacy Policy

Our site uses cookies. To find out more about the cookies we use, see our Privacy Policy.