Best lede of the year so far in marketing journalism: "Gatorade is looking to jump-start sales by keeping its mouth shut." I don't know whether it was Suzanne Vranica or Betsy McKay who
wrote it, but they collaboratively inform us that the inaugural campaign from TBWAChiatDay that we first re-reported on last week is "using a familiar ad tactic: trying to build buzz by holding
back details so that consumers will hunt for information and clues online."
The effort -- which includes a currently running TV spot featuring the voice of rapper Lil Wayne and,
a source says, a Super Bowl spot-in-the-making -- is part of a larger rebranding effort that involves new packaging and new names for its line extensions. Gatorade itself is just "G" with a
lightning bolt.
"We aren't discussing it more broadly right now," Gatorade says. "Our strategy is to create consumer intrigue and ensure everyone stays tuned for
more in our quest for G."
The final effort of Gatorade's former agency, Element 79, was certainly successful in building viral buzz. Its
"Ball Girl" video was designed to generate curiosity online before a full-fledged TV spot rolled out. Element 79 was axed in the
middle of executing the game plan, but, in mysterious ways, it all played out successfully anyway.
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