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Stupid G Commercial - Page 6

post #76 of 79
1/14/09 at 1:29am
Quote:
Originally Posted by fredfred View Post
McDonald's is fairly successful. They've added plenty of new products off and on... some have worked, some have failed terribly. But they aren't stupid... they haven't thrown away "McDonald's" - one of the best known brand names in the world.
So you think that if they started calling themselves McD's, for example, that people would stop going?
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"Gatorade" is also known around the world. But now it's been thrown out? That's idiotic.
There are quite a few things that are "known around the world" that get changed, updated, or thrown away. My telephone company (AT&T) has changed its name and logo three times since 1998 when I signed on with them. They were AT&T Then They were Cingular. Now they are at&t wireless
Quote:
So... I'd keep the brand name. Why start from scratch? Why throw all that value away? If you want to add products... or get it into new areas that's fine, but "Gatorade" is so strong and well known that I'd keep it, for starters.
What you are saying has nothing to do with the commercial though. You have a complaint or issue with the way PepsiCo is doing business, not the advertisement of one of their products.
Quote:
Did you know Starbucks was crazy enough to try to sell furniture? They had a catalog and everything... a good example of another silly decision.
Did you know they were crazy enough to sell music? They have been quite successful too.
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post #77 of 79
1/14/09 at 5:01pm
Yes, AT&T was stupid enough throw out their brand name. At the time they were receiving bad press. So they were convinced to throw out the brand name. That was stupid. They realized the error in their ways and brought it back to salvage what they could out of the name. AT&T is known across the US. Cingular? Not as well known.

Changing logos, no big deal. Throwing out a world renown brand name? Stupid. Running commercials that don't tie into your products or help you sell product? Stupid.

And do I really have to explain why music might be a better sale/extension for a coffee brand than furniture? You seem smarter than that.
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post #78 of 79
8/3/09 at 10:18pm
Thread Starter 
Bumping this old thread for an I told you so!

I was spreading out last Thursday's WSJ to eat some crabs on it, and what did I run across? This article:

http://online.wsj.com/article/SB124825804221871367.html

Quote:
Pepsi Sweats Over Gatorade - CEO Nooyi Concedes Sports Drink's Growth Days Are Over; Redesign Backfires

PepsiCo Inc. is fumbling in its efforts to turn around sales of Gatorade, which weighed on second-quarter profits.

Sales of Gatorade, which PepsiCo snared in its $13.8 billion acquisition of Quaker Oats Co. in 2001, have slid this year despite a flashy new marketing campaign that simplified the product's label to "G."

Weak sales of the sports drink contributed to a 6% drop in second-quarter volume for Pepsi's Americas Beverages unit, which includes sales in North America and Latin America. By contrast, Coca-Cola Co.'s North American beverage unit posted a 1% slip. PepsiCo doesn't break out sales, but Gatorade is its second-biggest selling beverage by volume after Pepsi-Cola and a major driver of its North American beverage profits.

...

Gatorade's recent makeover, launched in January, marks the second marketing stumble in six months for the company under Chairman and Chief Executive Indra Nooyi, who pledged last year to boost weak North American beverage sales with hipper marketing.

...

Now, consumers complain they are confused by the Gatorade "G" campaign, which was meant to reverse a sales slump that began in 2008. In January, Pepsi replaced the Gatorade name on its label with a big letter "G" and shrunk its signature lightning bolt.

TV, print and online ads asked consumers "What's G?" A Super Bowl ad featuring Muhammad Ali and other athletes revealed that "G" was Gatorade, "the heart, hustle and soul of athleticism."

The idea was to make the brand cool again but it misfired. "They asked 'What's G?' and the problem was, people weren't sure," said Bill Pecoriello, chief executive of market researcher ConsumerEdge Research LLC.

Gatorade lost a 4.5% share of the sports-drink market and volume slipped 17.5% in the first six months of this year, according to Beverage Digest estimates. It now has about a 75% share of the market.

Perhaps not the "marketing genius" that so many on here applauded. I look forward to hearing how driving sales though, wasn't the point.
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post #79 of 79
8/3/09 at 11:21pm
Quote:
Originally Posted by Douglas View Post
Bumping this old thread for an I told you so!

This is the first time I've read the thread (I was never even aware of any G commercials until now), and good job, you.
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