I was watching the Boston Marathon today on OLN and I couldn't help wonder, "What is in those special bottles that the elite runners have color coded?" I couldn't help but notice that not one runner picked up a commercial product like Gatorade. Now obviously the value of Gatorade being the official sports drink of the Boston Marathon comes in the tens of thousands of runners who might become more brand loyal after using it during their race. But it's amazing how there's almost no in-race advertising. The only time I saw a Gatorade logo during the entire coverage? When's the female winner Rita Jeptoo crossed the finish line and was handed a bottle of Purple Gatorade Rain.