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February 3, 2009

Looks like Pepsi is having a Coke moment

On the heels of news that Coca Cola is dropping "Classic" from the name of it's iconic drink after a stupid marketing ploy in the mid-80s, Pepsi is now on the verge of a similar monumental gaffe.

Gatorade Name Change Upsets Inventor's Family : NPR

You might not have noticed during your last trip to the grocery store, but Gatorade is now known as "G." The name change has disappointed the family of a University of Florida professor who helped invent the sports drink to give the school's athletes a way to stay hydrated.

Darren Rovell did a marvelous job in his 2005 book First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon, describing how Gatorade became a marketing juggernaut in the sports drink marketplace.

I understand the need to freshen up a brand, but they can't do any better than this? This is the same company who freshened up a fried chicken joint with the same strategy, hello "KFC". Pepsi marketing is looking less like advertising and more like a Wall Street ticker.