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What's G?

Gatorade's taking a gamble by rebranding themselves just by the letter "G". In these new commercials, mega rap star Lil' Wayne narrates a description of what "g" represents, as popular sports figures like Dwayne Wade, Serena Williams and Bill Russell stare into the camera. "[G's] the emblem of a warrior, it's the swagger of an athlete, a champion and dynasty," Wayne says in the commercial. "It's gifted, golden, genuine and glorious. It is a lower-case god. It's the goat. Ha-ha. The greatest of all time." As the 60-second video continues to scroll past other public figures, including the Yankee's Derek Jeter holding a bat and Muhammad Ali facing off with his fists, Weezy wraps up the meaning of "G." "What's G," he asks. "It is the heart, hustle and soul of the game. That's G." Not everyone's happy about this bold move, especially the family of the man credited with inventing the legendary beverage. "We're mad about it, if you want to know the truth," said Mary Cade, 79, a Gainesville resident and the widow of Dr. Robert Cade, a former UF professor who helped create the drink in 1965. "I don't think I talked to anybody that wasn't upset about it. How are people going to find it on the shelf? Why do we need to change this? Why change something that is a success?" What do you think about their idea to rebrand themselves with the letter "G"? Is it "destabilizing the whole franchise, untethering the brand from all of its roots" or is it time for Gatorade to change it up? (The new versions have enhanced nutrients, the same taste and new packaging.)

Second "G" video (I think the first one's better because it has the Jabbawockeez!): Some great Gatorade moments:

College football: Urban Meyer got his shower after the Gators won the BCS Championship last week.

College football: Urban Meyer got his shower after the Gators won the BCS Championship last week.

Prep football: Jupiter Christian coach Bill Powers is doused after winning the 1B state title Dec. 12.
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Comments

  • Seeing the commercial on TV for the first time confused me - I wouldn't have know the product if not for the news articles. But then again, I don't watch most sports or consume sports drinks.

    I think the spot could work on its intended audience. Gatorade is like the Coca Cola for sports fans. They have enough brand equity to be cocky.
  • It's got electrolytes! That's what plants crave!
  • @Duc Love Mitch Hedberg. He was hilarious. :)
  • If they really wanted to appeal to the everyday person, they should have just used a clip from Mitch Hedberg. I laugh everytime I listen to this one.

    "People think I'm into sports because I'm a man. But I'm not into sports. I like Gatorade, but that's about as far as it goes. By the way, you don't have to be sweaty and holding a basketball to enjoy a Gatorade. You could just be a thirsty dude. Gatorade forgets about this demographic. I'm thirsty for absolutely no reason. Other than the fact that liquid has not touched my lips for some time. Can I have a Gatorade too, or does that lightning bolt mean "No"?"
  • This is a stupid move by gatorade. The first few times I saw the commercial, i thought it was some new clothing brand or cologne. It really doesn't appeal to anyone and almost looks SNL-ish. Something about it rubs me the wrong way.
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