This past week, I brought in the New Year with a signature January trend: football. College football bowls fill up the afternoons, followed by NFL playoff games, and even the High School All-American Game. This is the perfect time for companies to reach out to the stereotypical sports fan. During time outs, millions see the humorous Budweiser commercials, the sexy car scenes, and the “Wanna get away?” situations of Southwest Airlines. This year, a new advertisement has sparked curiosity in the media world.

“What’s G?”

It’s the emblem of a warrior. It’s the swagger of an athlete. A champion and dynasty. It’s gifted. Golden. Genuine. And Glorious. It is a lower case god. It’s the goat. The greatest of all time. What’s G? It is the heart, hustle, and soul of the game. That’s G.

This commercial left millions curious. What is G? Who is G? Where can I go to find G? In today’s media, finding a commercial without a website link is one in a million. Most commercials start with a question, but end in a statement of declaration, typically leading to the product or brand. However, in this commercial it ends asking the same question when it started. “What is G?

A new wave of marketing has hit our world in the past few years. Livestrong began as a print ad found in sports magazines, but grew to raise a generation that rallied behind a meaningful bright wristband. To this day, millions wear their Livestrong bracelets (myself included). JJ Abrams introduced “Cloverfield” to millions that hit the theaters to watch Transformers, leaving them curious, but more importantly, talking to each other about the new movie.

Should the audience be forced to look for more information, or is the duty of a marketing team to put that right in front of the audience? These examples above proved that when people are intrigued, they talk about it. When they hear about it from someone else’s talk, they find out how to get the scoop. Blogs have ignited a new spark in this viral marketing wave. Burger King released the Subservient Chicken website which featured a chicken that could respond to over 300 messages, capturing over 14,000,000 visitors. Jack Links Beef Jerky launched a series of advertisements called “Mess with Sasquatch”. Men would hit the woods in what seemed to be a home video and would play tricks on Bigfoot. Millions of viewers watched in anticipation of what happened next, and both of these companies have expanded upon these ideas to create even better strategies.

Still not convinced? Blendtec created a series of YouTube videos called “Will it Blend” in which a man in a white lab coat would blend various products, including iPods, golf balls, and a brand new iPhone when it first hit the market. Sounds stupid right? Blentec’s sales increased by close to 800% through these online videos.

With a little research, I found out the truth behind “G”. It is the latest packaging, line extension, and branding project of Gatorade. Gatorade, owned under Pepsi Co. is looking to attack a loss in marketing share for the “hydration” category to competitor Vitamin Water. Gatorade is looking to create a new attitude, enhanced drinks, and meet the needs of all athletes. Chief Marketing Officer Sarah Robb O’Hagan said,
“Just like any good athlete, Gatorade is taking it to the next level. Whether you’re in it for the win, for the thrill or for better health, if your body is moving, Gatorade sees you as an athlete, and we’re inviting you into the brand.”

A recent press release by Gatorade stated that line extensions to Gatorade have been renamed to “convey the attitude of a tough-love coach or personal trainer, through in-your-face names on the label. For example:

Fierce is now called “Bring It”
X-Factor steps down and “Be Tough” rises up.
Gatorade AM becomes “Shine On”
Rain goes to 0% and “No Excuses” fills the sky.

So is “G” working for Gatorade? It’s too early to say at this point, as the new branding is yet to hit the shelves. Pepsi and Mountain Dew have received mixed reviews about their new logos and branding. Gatorade is creating a conversation in the media world that has everyone wondering what G is all about. I’m not sure if it flows to tell someone, “I’m going to grab a ‘Bring It’ before the game”, but conversations ARE happening, with “G” topping Googles Hot Trends. I am convinced that anyone who can spend millions on a commercial without a single website or current branding has a lot of confidence in where their brand is heading.

The Official Press Release from Gatorade on “G”.
http://mnr.onthescene.com/Gatorade/g.html

**Edit** As this was posted, I looked up at my tv to see a new “What’s G?” advertisement featuring new athletes, a new poetic narration by Lil Wayne, but the same message. More on that to come.