We’re fans here of saying that we aren’t Dr. Nos; we try to create a symbiotic relationship between creatives and their lawyer counterparts. But more often than we realize, the advertising world affects the legal one. I may not yet have a decade in the legal business, but I can spot trends when I
–Dan Kelly, Attorney
In February, you may have seen this story by Michael Werch in Ad Age about Mr. Werch’s deliberate effort to “Twitter squat” on the Heinz brand with the handle @HJ_Heinz. It’s an entertaining and instructive read, and, if you’re in a rush, I’ll cut to the chase: it didn’t work, at least…
The makers of Gatorade® apparently like to engage consumers by asking questions. They used to ask, “Is it in You?” The “it” being Gatorade®, of course. Most recently, Gatorade® has embarked on a massive teaser ad campaign — apparently to re-brand Gatorade® — asking, “What is G?” — a question that begs answering in the mysterious ads.
You might be interested to know that trial attorneys are taught not to ask questions — at trial — if they don’t know the answer. A related and good rule of thumb for marketers might be: Don’t ask a question, if you don’t know and — perhaps more importantly — if you can’t own the answer.
This may be especially good advice when competitors and other sellers of related products are able to truthfully answer the question posed in their favor, and “steal your thunder,” or perhaps “lightning,” as the case may be. For example, just picture the makers of these beverage products collectively raising their glasses in answer to Gatorade’s bold question “What is G”?
G already is a federally registered trademark for bottled water too.
G is a trademark approved for publication by the U.S. Trademark Office for soft drinks.
G5 is a federally registered trademark for soft drinks, again, not to be confused with G2.
G ENERGY MADE FOR WOMEN is a federally registered trademark for fruit drinks.
Gee Whiz . . . and there are more Gs where these came from, but I think you get the point.
For more of a marketing critique of Gatorade’s alpha-truncation-re-brand, continue after the jump.…