Gatorade’s New Brand Positioning

The potential problem is two-fold. First, Gatorade owns sports and fitness hydration in the minds of consumers and retailers alike. An enviable position. What it doesn’t own is “sports nutrition,” an enormous category spanning multiple products and competitors.

Second, in evolving their positioning, Gatorade has overly-complicated its sub-brand and product line-up. The brand now has three brand platforms—G Series, G Series Fit and G Series Pro—each of which have a range of products branded 01 Prime, O2 Perform and 03 Recover. Add to this multiple flavors and it’s all pretty confusing.

According to an article in Advertising Age, Gatorade is struggling to gain retailer support to merchandise the full line of products together as a system, helping consumers understand that Gatorade meets needs before, during and after exercise. Gatorade employees are being sent into the market place to educate retailers and consumers, much like Nike’s Ekin program.

Time will tell whether Gatorade’s bold rebranding move pays off.

According to http://davidid.com