G. It used to be only a letter in the alphabet but recently through a rebranding strategy by Gatorade, G and G2 are the new Gatorade & Gatorade 2.
G is continuing its LT relationship with Michael Jordan by placing his photo on limited edition bottles this summer which many fans will probably collect - see Promo Magazine. Should be exciting to taste-test these three new flavors - which coincide with accomplishments MJ had during his career.
Now on to the G2 brand.... The G2 print and tv ads are pretty catchy - check out the Serena Cuevas & Serena Williams ad on YouTube - which compares the struggles & accomplishments of the dancer Serena & the tennis player Serena. It reaches a different target market than G as it markets to athletes who are more calorie-conscious but want the electrolytes and vitamins in a sports drink.
Although G and G2 have spent a lot on rebranding the already strong Gatorade brand, one hopes that the G and G2 bottles will not be mistaken in the grocery store for a new brand. Seems like a small tradeoff for an exciting new take on an already strong brand!
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