Now They’re G

by Nima Zirrabi Los Angeles — What’s going down over at Gatorade? First came G2. Next up, a logo change and some edgy commercials completely out of the brand’s character. Whether it was the Quest for G ads put together by talented film director Tarsem or the ill black and white “What’s G?” commercials featuring sports icons and a V.O. from Lil Wayne of all people, there has been a clear shift in how we are to see this brand. There seems to be a lifestyle component now. Was the newfound strategy a response to Vitamin Water’s quest for shelf space or was it the creative mind of Lee Clow at the brand’s new ad agency, TBWA/Chiat Day? Surely there were fire drills that led to changes of this magnitude—including the loss of some market share in recent years—but despite the nibbles from its competitors Gatorade still owns 80 percent of the hydration category. Recognize. Kudos to them for stepping out and changing up the game. The ads have been fun to watch, the logo is back to being relev...