Gatorade Gets An Attitude

In the middle of November, I received an awkward email.

I’m reaching out to you on behalf of one my clients, a well know brand in the sports industry.  My client would like to send you a special package that only exclusive bloggers, like yourself, are getting.  If you’re interested, please send me your mailing address and I will have the package sent to you.  Please pardon the vague request but there is some confidentially around the announcement.  If you’d like to discuss the opportunity please give me a call.

What the heck, why not?  I sent the sender my address wondering what exciting product I might be receiving in the mail.  Almost exactly a month later, a huge white box arrived.  I opened it up, dug under the mound of confetti, and found seven Gatorade bottles.  These were not any normal Gatorade products, though.  The bottles had labels with big letters and each claimed to provide a different benefit.  Is Gatorade re-branding itself?

The press release included in the package is titled, “Gatorade Unleashes New Attitude, Enhanced Beverages.”  So it definitely seems like Gatorade is tired of companies like VitaminWater taking a large share of its market.  The strategy is to re-design its product and add some nutrients to its existing line of products and new flavors.

I am currently in the process of trying to get rid of a lingering cough, so I searched through the bottles to find one with a good dose of Vitamin C.  I took Gatorade AM, now called Shine On, with me to the gym yesterday to hopefully give me some energy and provide an immune boost to my system.  I have never been a huge Gatorade fan, but the taste was better than their traditional flavors.  I try to avoid ingesting too much sugar, so if you are like me, you may still prefer bringing water with Crystal Light to the gym.  Sugar aside, I enjoyed the drink.  Let’s see if it helps me tackle this cold.

Want to try out the new Gatorade product line before it reaches stores?  Let us know what you are most excited about for 2009.  Make it sports related.  Leave it in the comments section below.  We will randomly pick a few winners and inform Gatorade to hook you up.