G Series Is For Athletes That Need To “Prime. Perform. Recover.”

Did you know that Gatorade is no longer a sports drink company? That’s right, Gatorade is now a sports performance innovator.
What the hell am I talking about? Hell if I know. But let’s tune in to these new spots from TBWA Worldwide and begin to decipher the changes.

Okay, I get it now. Gatorade is no longer just a drink. It’s a series of drinks. You drink one before the game, one during the game and another one after the game.
If you’re PepsiCo and you want to sell three times as many sports drinks, coming up with G Series is one way to go about it.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.