Gatorade A.M. Is For Sleep!

Stupid me. I thought it was a bad copywriter. But apparently Gatorade A.M. really is about replenishing what you lose from sleep. Not just the great idea of having good, less harsh flavors for people who work out in the morning. How do I know this? I just got a more comprehensive fact sheet from Gatorade. And I got this ridiculous information.

"Based on research on fluid turnover, people lose fluids overnight while they're sleeping -- sometimes as much as a quart of water, similar to the amount to what one might lose during an hour long workout. Energy reserves in the liver are also greatly reduced overnight."

Are they kidding me? Do they need to go read my book again?

This from my book, from former Gatorade exec Sue Wellington: "The vulnerability to me is that you get so excited about the big opportunity and you somehow forget that you are a club, that you are for athletes, and that you won't ever do anything commercially that gets in the way of that."

You think she ever thought that Gatorade was going to go after the "sleeping market!" Holy smokes.

Comments

[Kirk]

The only explanation I can think of for a product like this is that it is targeted for the "serious" athlete. One that spends hours per day training for an event like a marathon or a long triathlon. Some of these athletes will wake themselves up at night to get a drink of water so that when they wake in the morning, they are closer to being fully hydrated.

For the "everyday" athlete, I think this product is useless.

[Behn Kerslake]

The fact that 'The Daily Show with Jon Stewart' highlighted what was written on the back of the bottle, comparing it to 'Pancakes and Sausages - on a stick!' says that Gatorade may soon be releasing a new product which is eerily similar in flavour and content to Gatorade AM, but with a different name.
Ladies and Gentlemen, Gatorade have learnt nothing from 'new coke'!

[Darren]

Was this on the Daily Show?

[Kirk]

Here is the link to the Daily Show clip about Gatorade AM:

http://www.youtube.com/watch?v=SxEKm-hbcqM

[auntiegrav]

I get on a Gatorade kick once in a while. I'm not an athlete, but I'm a farmer, and it's hard to get something without caffeine and without carbonation that tastes good. The new A.M. is just another bit of evidence that the accountants always end up making decisions at corporations since they are the only ones who understand tax accounting enough to make themselves look good and get promoted to the top.
It always comes down to how we pay for things, and the hidden costs of the income tax code, and how it has created horrible ideas that get pushed through our lizard brains by tax-deductible marketing blitzes.

[Darren]

Thanks for the link. We're going to get to the bottom of this.

[Todd Charske]

Wow harsh words. I agree though its the financial not the health that makes a difference. Although can you blame them. If you could make a couple million would you?

- Todd Charske