I have been trying not to write about the change in Gatorade’s brand architecture and package design, because I try to limit the number of my posts that are deeply critical.
But tonight an associate called me to tell me that she went to the store to buy Gatorade AND WALKED RIGHT BY IT AND COULD NOT FIND IT. She asked store personnel to help AND THEY COULD NOT FIND IT.
Friends, what someone did to Gatorade is the worst marketing mistake that I have seen in my 40 years of brand marketing. IT IS PERFECTLY DREADFUL.
I worked on this brand when it was owned by Quaker, helped defend it successfully against Powerade and Allsport, laid the strategic framework for the “Be Like Mike” advertising. Gatorade has been one of the best examples of a Killer Brand since it was introduced way back in the sixties, one of the only brands that has never had a down year since introduction. We are talking about one of the best brands ever.
NOT ANY MORE. For the last year or so, Gatorade has introduced line extensions that no one I know can figure out. What the devil is Gatorade Rain? Now this new line and the radical change in packaging is perfectly awful. Gatorade is such a big brand that this change will likely really hurt Pepsi. Here is what you can do.
First, if you own Pepsi shares sell them or short them.
Two, if you ever interview anyone associated with this change at any level, DO NOT HIRE THEM.
Third, if ever approached by the package design firm responsible, lock your doors and don’t let them near your brand.
Fourth, never ever make this kind of mistake on your business. I know eight year olds who know this is a bad idea. And not a one of them has an MBA.
Frank,
Over the weekend, you said you had not seen the Gatorade rebrand in stores. I found that hard to believe, and suspected you had already seen the Gatorade rebrand but no longer recognized the “G” product on shelves as Gatorade.
The fact that a store associate could not even find Gatorade, which usually enjoys a dominate display of numerous product facings on multiple shelves speaks volumes - sales volumes lost.
We also talked over the weekend about how once you saw it, you’d find it incredibly difficult to avoid writing a deeply critical post. Your post speaks volumes, because I appreciate how important it is to you that public criticism be limited. As you know, I whole-heartedly share your belief.
In our work together over the years, I have come to appreciate and treasure Killer Brand-caliber brands. It is an incredibly special (and, valuable) thing when it happens. A Killer Brand must be protected. Just because you are a Killer Brand today does not mean you will be tomorrow. Even the mightiest of them can blink (even Pepsi’s CEO wrote a book referencing Coke’s New Coke as Coca-Cola, “blinking”)
In a blink, a company can do irreparable damage to even their greatest of brands. Hopefully, this is not true for Gatorade. It saddens me to see the recent changes in Gatorade, as well as in the rebrand of Pepsi. Yes, change is a prerequisite for improvement, but the revolutionary changes recently implemented on Gatorade violate basic tenets of brand strategy, communication and design; which usually leads a brand to decline.
The only incremental consideration I’d offer is people (and, brands) make mistakes. The key is for us to learn from our mistakes. If so, it can lead us to success. Failure is often a prerequisite for lasting greatness.
It is highly probable (in fact, a relative certainty to me) that we are witnessing a monumental marketing mistake in the marketplace. Hopefully, those involved will learn from it. Grow from it. Let’s not write anyone off, but hope they become better for it, especially since it will have been an incredibly expensive self-improvement program for everyone involved.
An open letter to the geniuses at Gatorade (oops, I mean “G”):
I think the market has spoken. What you did was abandon an established, highly successful brand identity, to go “generic.” It was really, really dumb. Of course your sales are off.
(You may have even alienated your loyal University of Florida market. Maybe all of Florida. Maybe the college football market. Hell, with enough damning press, maybe the whole football market. )
May i suggest a good book? “Positioning - The Battle for Your Mind” by advertising veterans Al Ries and Jack Trout. It talks about what to do when you’re on top, not just climbing the ladder. This should clear things up for you.
Oh, and could I get that list of your marketing people so I can be sure to never hire any of them? I’d appreciate that.
Merci pour cette article, un info utile merci ,