Gatorade launched its G campaign across the US and now into Canada.
Gatorade Canada has drafted Canadian athletes for its national “G” campaign in support of the sports drink’s new brand identity.
The PepsiCo Canada brand identified athletes and moments in sports that represent what it means to be “G” in a Gatorade context—golden, gutsy and glorious—said Dale Hooper, vice-president of marketing for Gatorade in Canada.
“For us, G represents the heart, hustle and soul of athleticism and we want this to become a badge of pride for any Canadian who sweats, no matter where they’re active,” he said.
The Canadian athletes appearing in the campaign include: UFC fighter Georges St-Pierre, hockey legend Gordie Howe, women’s hockey player Cassie Campbell, wheelchair racer Chantal Petitclerc, ultra marathon runner Ray Zahab, and high school basketball player Bradd Arseneau—survivor of the January 2008 bus crash that killed seven teammates in Bathurst, N.B.
When I first saw the US ads back last fall, I didn’t know who or what G was. All I saw were a bunch of atheletes with a voice over. See for yourself below:
What is strange for the Canadian version is that the letter G is not really synonymous with Gatorade. Furthermore, with the exception of Gordie Howe and perhaps George St-Pierre, no athlete is recognizable.
As soon as I read this article, I thought of Martin Crane’s quote from the show Frasier, when both Frasier and Niles wanted to buy over a restaurant.
Frasier and Niles wanted the name to be inviting and welcoming but be difficult to pronounce, have no sign on the outside or any advertising and an unlisted phone number.
Martin wittingly replied “Well don’t stop there. Post some guards on the roof who can shoot people as they try to get in.”
This type of campaign would be suited in getting the attention of consumers to a new or unknown brand - not a market leader.