If you want to see what a good job Gatorade does with relationship marketing, you need look no further than this post on Jeff Smith’s blog.
okay…i think i’ve had a full serving of crow. as i read through that i really thought about how infantile my comments were. yes, perception is everything, but i’m a thinking, rational adult and i shouldn’t have lashed out like that. tom and the folks at gatorade, i take back my vitriol and commend you on your effort to make good, and for everything you guys do for the sport. thanks. you’ve won back a customer.
That’s just how the story ends. You really should read the entire post.
Makes me proud Gatorade’s my client.
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Friday, May 5th, 2006 at 03:11pm
Mack Simpson
Entry Filed under: Ad Jungle | add this post to del.icio.us
Technorati Tags: Gatorade, Boston, Marathon, Endurance, Advertising, Marketing
PepsiCo and Energy Brands, Inc. have agreed to a settlement in the SoBe Life Water vs. Vitaminwater legal brouhaha.
Energy Brands (which sells its products under the name “Glaceau”) argued that PepsiCo had stolen its “look and feel” when SoBe Life Water launched a few weeks ago with the same calorie count, colors and sweetners under the cap.
It likely wouldn’t have been a big deal if PepsiCo hadn’t tried to buy Vitaminwater back in January.
PepsiCo has agreed to repackage the SoBe Life Water product, and I imagine that will include altering the colors and/or the intensity of the colors as well.
Gaceau founder J. Darius Bikoff said: ‘’We respect that Pepsi agreed to change Life Water’s trade dress. This reaffirms that imitation is no substitute for innovation.'’ (NYTimes)
Ouch.
Despite the parting shot, PepsiCo’s stock went up on the news.
If I were an evil bastard (and I can be, believe me), I’d turn around and sue Energy Brands for stealing the look and feel of the Gatorade bottle.
That’s probably why I haven’t had any calls from PepsiCo asking me to sit on the Board.
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Friday, May 5th, 2006 at 02:02pm
Mack Simpson
Entry Filed under: Ad Jungle | add this post to del.icio.us
Technorati Tags: Pepsi, SoBe, Glaceau, Vitaminwater, Lawsuit, Gatorade, Bottle
