Gatorade, Tropicana to get new flavoring

17 04 2008

Apparently the (strategic) drag race to sell more flavored, electrolyte-infused water was getting a little too close for PepsiCo. Gatorade lost a mere 2.7% of the market share to Coke’s Powerade, which has reportedly spurred the drinkmakers’ decision to move the brand from the respected shop at Element79 to TBWA/Chiat/Day. The smaller Tropicana account will go to Arnell in NY. More ad dollars out of Chicago and rumors that Element79 might merge with another “just-lost” agency (EnergyBBDO). via Adage.

Meh. The Chicago ad groups were weak anyway, but we’re giving a thumbs up to Element79 keeping Gatorbucks for so long. Muscle up boys. The city’s creative job market is shaking in the wind.




2 responses

13 06 2008
The last Gatorade spot by Element79 is a winner. « The Rogue Agency

[…] wonder if TBWA/Chiat/Day can bottle the branded energy that Element79 did with their final spot for exiting client Gatorade. The spot hits on all points of superior hydration, superior performance with […]

12 09 2008
Quaker Oats takes new advertising direction. « The Rogue Agency

[…] E79 lost Gatorade, but left them with a great one. Back in June, E79 said the agency let go of 35 people, or about 15% of staff (220 total). This time around, the loss of Quaker Oats means a 15% loss in business… compare numbers, but this is still bad news for a once powerful shop. Predicting a client’s creative and media spending in a rapidly declining market isn’t especially difficult, especially for a still-intelligent agency like E79, now losing another consumer brand name altogether shows this decision was probably a long time coming. […]

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