What the Heck is G

1. G

2. What the Heck is G • January 1st the first commercial broke during the Rose Bowl • No one knew what it was, only that it had numerous athletes who were all champions. • Only thing online was a video from a YouTube subscriber named WhatsG1965 • All the commercials and videos were unbranded

3. G is for GATORADE! • G is a new brand of drink for the company Gatorade • Gatorade is replacing all of its old product lines with new revamped ones; Rain, A.M., Fierce and X-Factor. • No Excuses, Shine On, Bring It, and Be Tough • G

4. Marketing Strategy • Their strategy was to make the G ads a viral buzz • Didn’t really work, after 5 days only 70,000 people had viewed the commercial on youtube. Which is low. • More recent commercials have come out with even less youtube views.

5. Marketing Strategy Effectiveness • "I like the concept, a 'G' means many things to many different people, but when you're using celebrities, why not make the brand connection more obvious? Celebrities can compete with your brand, if the message is too subtle," said Josh Warner, president of Feed Co., a video-seeding firm. "Gatorade missed an opportunity to spur more conversation around the campaign by putting all the videos up at once on YouTube over the holidays when web usage trends are down. ... Without a doubt, the marketing, how they rolled out these videos, could have been improved upon.“ (Advertising Age)

6. Misconceptions • “Nike, God, a new African-American television channel, Georgetown University or G-Unit, the hip-hop group and clothing brand.” • "It is very lightly branded, arguably not branded at all. And there seems to be some indication that the more you leave things open to conversation, the more conversation will occur” (Advertising Age)

7. Questions • What did you think G was? • How could they have done this better? • By Ryan Churchill, Matt Jones and Bill Banash

8. Article • Gatorade's Mysterious G Spots a Risky Strategy • http://adage.com/article?article_id=133604