Three Faces for Gatorade

Confused yet?

I have written in the past about the challenges that Gatorade faces: Lost occasions to Vitamin Water, a 1970s approach to personality marketing etc etc.

Well, their response is finally filtering out. Its the idea of 01 Prime, 02 Perform and 03 Recover.

Prime will be a carbohydrate boost before an activity, Perform will be hydration (now without HFCS) and 03 will be a "hydrating protein beverage".

While Gatorade should be congratulated for embracing change, and for taking all sports need states seriously, the bombast that surrounds this rebranding feels fake and forced. But there are many consumers using other beverages in this way...

Preparation - Red Bull
Rehydration - Gatorade/Water
Recovery - Muscle Milk

Gatorade has only gone 50% of the way. It still feels the need to bang on about rehydration in all its phases rather than understand that engaged consumers in this space. And Caffeine is a legit preparation. And protein is needed for recovery.

Does this "fix" Gatorade?

Probably not. These changes leaves the casual, non-salty refreshment space all to other brands.