Monday, January 5, 2009

What's G?

I couldn't figure out just what is so 'G' about this commercial. (I'll get to that in the moment.)

With the economy slowing, now is an opportune time for generating awareness on your brand. Pepsi who owns the majority of Gatorade is aiming to promote a new style for its flagship. With the help of TBWA/Chiat/Day, the drink will remain the same, but it has a new finesse, it is putting an attitude behind it, stepping up on the competition as the brand to drink.

The bottles will support a new label to the packaging. Representing the Large copy 'G' and the brands you know them have taken to new names to the likes of "Bring It" and "Be Tough".

The commercial gets your interest, but falls flat because we're left not knowing what the heck it is! the g in the commercial should stand for geez!!

I see that they want you to ask the question....What is G? But they did not execute the viral ability of the campagin. I found a YouTube channel, but nothing more of this besides an AdWeek article.

Update: Fellow Binger Laura, fellow blogger at BINGenuity sent me this Wall Street Journal article

Consumers are feeling the same way:
"The commercial is great, but it is frustrating when you don't know what they are trying to advertise."

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