In 1994, Gatorade introduced a drink called Sunbolt, which was positioned as a morning drink. It was advertised as a drink that would help the "energy crisis" that people had in the mornings. It was sold for six months and sported the Gatorade logo. It was high in carbs and high in caffeine and the 12 ounce drink had 210 calories. Sales weren't awful, but Gatorade execs felt that since it had none of the characteristics of Gatorade, it was a brand disconnect.
"When we took it off the market, there were a lot of consumer calls asking where it was," former Gatorade spokesperson P.J. Sinopoli said in my book. "It filled a niche for some people, but from an equity standpoint it was a dangerous direction to go in. It wasn't for the athlete, and it probably should have been managed under a separate name."
So why am I telling you all this? Because an intrepid loyal reader named Brad Klink, who alerted us that in December that Gatorade had filed a trademark for "Gatorade Peak" (no, we still don't know what they had in mind), has informed us that on March 8, Gatorade filed for a trademark for the words "Gatorade A.M." Again, we have no idea what they have in mind here. But they filed it under "1B" status, which Brad says means intent to use.
Stay tuned on Peak and Gatorade A.M.