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.
"Intent to use" is just a special way of applying for a trademark before you've actually used the mark in trade. The "normal" way to get a trademark is to first attach the mark to your goods/services first and sell them, but you are allowed to file "intent to use" on the mark which is then fertilized by an actual use sometime later. It's just a way of establishing that you are first in line even though you are not able to actually make a sale or whatever just yet.
I think that this "fertilization" might only possible within a certain time frame (I might be wrong)if you looked up the relevant times in the trademark statutes you might be able to figure out when they were planning to launch sales using the "A.M." mark.
Posted by: TM nerd | March 28, 2006 at 10:46 AM
I just had the gatorade a.m. its ok. Not really sure what the difference is but I was mad wasted last night and pounded one to wake up in good shape. there are at least two flavors. I give it a passing grade.
Posted by: tang wrangler | November 30, 2006 at 10:18 AM
I am impressed that you posted this before this hit the shelves.... I don't know why I'm impressed. Maybe cuz you are the #1 hit on Google when you google "gatorade am" without the quotes. Maybe just cuz you saw it. hah. good job. Get an advertiser quick! Make a dozen grand or so.
Posted by: Bloomberg | January 16, 2007 at 02:56 AM
I am the Gatoradeguy. I do report on Gatorade. And thanks to a loyal reader, we nailed this Gatorade A.M. report a full eight months before it hit shelves. Now we're just waiting for Gatorade Peak to hit. When it does, I'll be on top of it first.
Posted by: Darren | January 16, 2007 at 11:23 PM
replinished my fluids!
Posted by: booyakasha | January 21, 2007 at 10:31 PM
The Orange-Strawberry was ... a Gatorade! Not much on taste difference. I hope the ingredients are better for me than the old-faitful Gatorade. I'll try it for a week or two.
Could be SOG in new suit! ;)
Posted by: von | January 22, 2007 at 09:07 AM
despite being marketed as a "morning drink," are the nutritional contents of Gatorade A.M. any different from original gatorade?
Posted by: tigctx | March 16, 2007 at 03:27 PM
I hope the ingredients are better for me than the old-faitful Gatorade. I'll try it for a week or two.
Daniel Ferris
Posted by: infomercial services | April 29, 2010 at 12:07 PM