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« Wednesday « October 17, 2007
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Tiger Woods, Gatorade Team Up on Gatorade Tiger
(Advertising Age)
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Mr. Woods' beverage is not golf-specific, and ads from agency Element 79 will likely focus on its role in his training regimen. It will be available in cherry blend, citrus blend and grape flavors, in either 500-milliliter or 32-ounce bottles.My initial, gut reaction was: can a so-called personality jump the shark? If so, then the world's most prominent Cablinasian is getting pretty close. And what would a golf-specific drink taste like anyway? But then, I remember when I was a kid, I used to love Reggie Jackson's Reggie Bars, a tasty chocolate, caramel and peanut cavity-maker. And if rapper 50 Cent can cash in on Vitamin Water, why can't Tiger hawk Gatorade, or Tigerade, or whatever they're going to call it. The real problem here, is that this product doesn't really answer the two most essential questions of brand building: A) how is Tigerade different than any other sports drink out there; and B) why is it better? Just slapping Tiger Woods' fist-pumping logo on a high-fructose sports drink that already exists won't make it taste any sweeter, will it? Is it in you?
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