FROM THE EDITOR > No, really, what is G?
I started filling out an official "change of name" form when I was 14. My birth certificate spells my name P-o-l-y-x-e-n-i. It's not a typo or, as a grammar school teacher once claimed, some kind of chemical compound-it's my Greek name (I've always been called Pauline, but sign legal docs as Polyxeni). But a "being true to who you are" pep talk from my dad put an end to any thought of actually going through with the name change.
I was reminded of that when I read about the results of Gatorade's January reset, which swapped the brand name on its packaging for an enigmatic "G" graphic. Pepsi execs said it was an effort to capture a broader range of users (and, likely, to gain share from trendy, enhanced waters like VitaminWater and Smartwater).
But the idea backfired. The so-called "What is G?" campaign definitely had shoppers asking what the "G" on the packaging was. But, not knowing the answer, they apparently moved on: Gatorade's sales are reported to have slid nearly 18 percent in the first six months of this year.
A few weeks ago, PepsiCo's Indra Nooyi explained that Gatorade is pulling back from the casual users G was supposed to capture, and that the brand is going back and focusing on its core athletic customer. But, surprisingly, she said they'd be sticking with the confusing "G" identity (something about it making consumers want to exercise more). That left me thinking that, while it's clear they have discovered some things about themselves, it's going to be a while before Gatorade marketers figure out who they really are.
Pauline (Polyxeni) Hammerbeck
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