Gatorade has recently produced several commercials around the theme “What’s G?” It is a part of an entire packaging redesign that aims to be a badge of pride for anyone who sweats, no matter how active they are.
While the traditional marketing pieces are in place (e.g. logo, branding elements, inventive commercial, famous spokespeople), the interactive strategy is currently being ignored, thus leaving a Gap in the strategy.
Gap #1: Omitted URL
Each television spot is captivating, inventive and includes the appeal of celebrities that captures our hearts and emotions. Throughout the spot, the brand name is never mentioned, which entices the viewer to know more. But, alas, each commercial ends with a capital “G” and no URL to learn more and/or take an action. Understanding that the spot is intended to spark curiosity, the user has no easy way to satisfy their interest.
Gap #2: Lack of Search Engine Marketing
Okay, so there is no URL. At least I can perform a search and find relevant content. While conducting a search for “what’s g?”, the user is only provided with natural search options. In the top 5 choices, a person can select from such options as “Web definitions for g” or “What’s G-Stone Been Up To?” This leaves the user with irrelevant content that does not provide a person with pertinent options.
Gap #3: Missing Website
Well, there is no URL or search engine marketing, but surely they built a website – or a landing page at the very least – that informs the consumer. Something that helps users spread the word virally and takes cues from JC Penny’s Beware of the Doghouse site. Hmmm, no. There’s not a website either.
I’m sure there will be plenty of buzz around the campaign and eventually the general population will understand that “What’s G?” relates to Gatorade, but the interactive arena could have been used as another venue to help spread the new brand message. It’s so obvious that this video is meant to be viral – the audience is just not provided with any mechanisms that would help them spread it.