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January 12, 2009

Gatorade's New Generation of Branding and Product Naming

gatorade-G-packaging.gifI'm very impressed with the new Gatorade branding, naming and repackaging. Of all the changes Pepsi has been making to its products lately, this is the one that has the potential to caputre our imaginations. In doing so, it seems to have garnered a good deal play on the Internet.

By focusing on the "G" and the lightening bolt logo Gatorade is able to tread that difficult line between pure sports drink and casual thirst quencher. The line extensions have also been renamed to "convey the attitude of a tough-love coach or personal trainer, with in-your-face names like "Bring It" and "G2."

This simple move will likely reinvigorate this well loved brand name, keeping it relevant while the competition has gotten bigger, wackier, and cooler.

With a new attitude, Pepsi is reminding people how much they like the drink while the recently released Lil Wayne commercial brings the old generation of Gatorade together with the new.

Pepsi is learning how to keep its branding relevant, flexible, fun, and ever-changing, and this is a real win.

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Posted by William Lozito at January 12, 2009 8:24 AM
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