For months, the folks at Gatorade had one piece of communication with consumers on Gatorade A.M.: the label on the back of the bottle at the supermarket. We're not sure why it took them so long to do it, but Gatorade.com now has an entire section devoted to the latest brand of Gatorade. The execution is exactly right.
Here's what it says: "Research shows that about 50% of exercisers aren't fully hydrated before their morning workout. For those athletes, there's Gatorade A.M. With no caffeine, Gatorade A.M. contains the same scientifically proven formula as Gatorade Thirst Quencher with flavors developed to appeal to you in the morning."
Now that makes a whole lot of sense to us. That's the great idea that we think Gatorade A.M. is. Now, let's -- for a final time -- show you what's on the back of the bottle of Gatorade A.M.: "Gatorade A.M. helps you put back the fluids and energy you lose during a full night's sleep."
Not the same message being conveyed. We think the folks at Gatorade are going to change it. Keep you eyes peeled and let us know if you catch it before us.