Are you kidding me?
OK Vitamin Water's "Formula 50" was a bit ludacris, the flavor's debut fit the time with 50 Cent at the top of all the charts, but it also helped that he had ownership in Energy Brands (Side note: When energy brands was bought out by Coca-Cola, he made over $100 million).
BUT GATORADE TIGER?
Athletes who come out with their own clothing lines, colognes, sports products, books and what not are one thing, but a major soft drink company naming not only a drink, but a group of their drinks after an athlete now? Yes, I said group.
Gatorade Tiger will be available in cherry blend, citrus blend and grape flavors.
OK Yes Tiger is one of the leading endorsers in sport these days, if not the leading, but the terms of the deal are rumored to be five years $100 million. Yes, he is an amazing athlete at undoubtedly one of the greatest golfers ever..... but naming a category of your drinks after him for a tenth of a billion dollars?
Surprising seeing AMEX dropped Tiger as an endorser after seeing a lack of return from their ads.
Gatorade also recently inked Sharpanova.
What is next, are we going to have an immediate answer from Coca-Cola's Powerade with a Shaq flavor?
I honestly could not understand how an executive could be so stupid to think that there would even be a decent ROI on the 100 mill the company was dishing out from its net worth of 5 bill.
That was until I looked at Gatorade's PR release for the brand, then I felt a little better.
I'm not enitrely sold on it now, but more so than before. I am not sure how targeting the mass market with a golfer's sweating and hydration habits will work as far as legitamacy, or how using it as a licensing agreement for an untested drink line they plan to market for the next five years will work.......
If it had been Clemson or Auburn instead of UF that had invented a thirst quencher first, would we already have Tigerade?
2 comments:
I am not sure if this is a bad idea. Tiger is huge right now and he has a lot of followers. From the sound of the press release, it seems that this Tiger Gatorade is going to be a little more than just regular gatorade. Maybe people will drink it and think that they can be like Tiger. I mean it worked for Nike and Jordan. Everybody wanted to be like Mike and they ran an entire ad about "Could It Be The Shoes," for Jordan. As we all know the world is always looking for the next big thing and maybe that is Tiger.
I think that Gatorade is making a lucrative decision in choosing Tiger Woods for their new drink. He is one of the greatest athletes of all time and continues to shine throughout the years. Any company who has Tiger endorsing their product is sure to reap the benefits. The mindset of drinking the same energy drink as a pro athlete and being able to perform better at your game is quite prevalent in today's society and continues to spread. People are always looking to take their athletic ability to new levels, and perhaps they will look at this drink as being the ultimate tool in doing so.
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