So a week after noting that I thought that the Gatorade Endurance strategy was off target, I have to admit that I'm impressed by the latest thing the company has done on this front. Gatorade hired Targetbase (http://www.targetbase.com/) to do a terrific direct marketing piece. I got a box in the mail. You open it up and it's a huge foldout piece that explains why Gatorade went Endurance. At the end, there's a coupon for a free try of the drink.