I was at the 7-11 yesterday looking for some refreshment and came across Tiger! Gatorade worked out a 5 year 100 million dollar deal with the golf superstar who rejected a Vitamin Water offer of a mere $75M. The sports drink features an image of Tiger Woods in a triumphant pose. I bought the drink because I was thirsty, it was different, and I liked the color green. The Tiger name does have equity but that’s hardly a reason to buy a drink. It was a new Gatorade first and foremost and I am always willing to try their new products regardless of who’s endorsing them. Gatorade could have spent their money more wisely, but celebrity endorsements are a safe bet when you can get a legend like Tiger Woods or Michael Jordan. Imagine for a second that you are a successful beverage company that has $100,000,000 in the bank play with. If you start with a blank slate, you can do almost anything. You could build a hotel in Dubai, create a new product category, or build the ultimate digital experience. The sky is the limit, so where’s the creativity? I know Gatorade doesn’t need to take unnecessary risks, but c’mon! I’m not suggesting that they did anything wrong and I understand that both parties will benefit, but a deal with Tiger is low hanging fruit. It was a good drink, I don’t know why I’m even why I’m complaining. Maybe I’m drinking too much creative Kool-Aid.

Filed under: Branding, Luis Carranza, Outlandish Statements, Personal Opinions, VCU Brandcenter