Saturday, February 27, 2010

Just a thought...

Gatorade and Tiger Woods got a divorce but don't entirely blame Tiger.

It was announced in November they were pulling the plug on the Gatorade Tiger (later rebranded Focus) line of sports drink. However, that decision was made months before his car accident and subsequent image unraveling. Therefore, financial performance of the line would be a logical conclusion.

The line debuted in 2008 and featured flavors that he personally selected: they were Red Drive (cherry), Cool Fusion (lemon lime) and Quiet Storm (grape). All of which exist in other lines of Gatorade. The only difference is a very subtle one; more electrolytes that the original formula. In addition, Gatorade Tiger followed several other Gatorade line-extensions; including, Rain, X-Factor, AM and Fierce.

Gatorade's line-extensions reflect a poor strategy that is costing them mightily.

So, in my mind, don't blame Tiger if their relationship isn't exactly how they envisioned- they would need a miracle worker to make that work.

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