1 00:00:00,000 --> 00:00:03,200 Hello, my name's Caitlin and it's in me. 2 00:00:03,200 --> 00:00:04,680 Is it in you? 3 00:00:04,680 --> 00:00:06,080 Do you know what we're talking about by the way? 4 00:00:06,080 --> 00:00:08,120 No, I have no idea, but I figured it out. 5 00:00:08,120 --> 00:00:10,640 You didn't tell me before this, but I figured it out 6 00:00:10,640 --> 00:00:12,240 because that was a good intro. 7 00:00:13,840 --> 00:00:18,840 And I'm Zach and I prefer Powerade 8 00:00:19,320 --> 00:00:22,200 if I'm gonna go on the uncounted opinion. 9 00:00:22,200 --> 00:00:24,640 I don't know, we're talking about Gatorade, right? 10 00:00:24,640 --> 00:00:25,480 It was a- 11 00:00:25,480 --> 00:00:26,320 Yes, we are. 12 00:00:26,320 --> 00:00:27,160 Yes, we are. 13 00:00:27,160 --> 00:00:28,680 Yep, yep, good job. 14 00:00:28,680 --> 00:00:29,920 I was hoping you were, 15 00:00:29,920 --> 00:00:33,640 I was hoping you were gonna shoot from the hip 16 00:00:33,640 --> 00:00:37,800 and come at me with another marketing slogan from Gatorade, 17 00:00:37,800 --> 00:00:41,560 but I think the big one was a little bit, 18 00:00:41,560 --> 00:00:43,440 it predates us a little bit. 19 00:00:43,440 --> 00:00:45,880 Like we were babies. 20 00:00:45,880 --> 00:00:46,760 Yeah, what is it? 21 00:00:46,760 --> 00:00:50,840 No, not that one, be like Mike was a big one. 22 00:00:50,840 --> 00:00:54,560 Whoa, that was a Gatorade slogan. 23 00:00:54,560 --> 00:00:55,400 Yep, yep. 24 00:00:56,640 --> 00:00:58,240 With the whole song. 25 00:00:58,240 --> 00:00:59,360 Uh-huh. God damn. 26 00:00:59,360 --> 00:01:00,760 I'm gonna learn a lot today. 27 00:01:00,760 --> 00:01:01,960 All right, I'm excited. 28 00:01:01,960 --> 00:01:04,080 And welcome to Manipulating the Masses. 29 00:01:08,160 --> 00:01:09,920 Don't give yourselves to brutes, 30 00:01:09,920 --> 00:01:12,040 men who despise you and slave you, 31 00:01:12,040 --> 00:01:13,520 who regiment your lives, 32 00:01:13,520 --> 00:01:15,800 tell you what to do, what to think, or what to feel, 33 00:01:15,800 --> 00:01:18,320 who drill you, diet you, treat you like cattle, 34 00:01:18,320 --> 00:01:19,960 use you as cannon fodder. 35 00:01:19,960 --> 00:01:22,600 Don't give yourselves to these unnatural men, 36 00:01:22,600 --> 00:01:26,040 machine men with machine minds and machine hearts. 37 00:01:26,040 --> 00:01:28,640 You are not machines, you are not cattle, 38 00:01:28,640 --> 00:01:30,560 you the people have the power. 39 00:01:34,600 --> 00:01:35,440 Okay. 40 00:01:36,400 --> 00:01:37,240 All right. 41 00:01:37,240 --> 00:01:39,720 So, Mac, we're gonna like spice it up a little bit. 42 00:01:39,720 --> 00:01:44,320 I wanted to add two sections into our podcast format. 43 00:01:44,320 --> 00:01:45,600 And to our listeners, 44 00:01:45,600 --> 00:01:49,480 I promise we won't make this longer than it needs to be, 45 00:01:49,480 --> 00:01:52,120 but I was thinking about something yesterday. 46 00:01:52,120 --> 00:01:54,960 I was kind of having a brainstorming session, party of one. 47 00:01:54,960 --> 00:01:59,960 And I wanted to do like a mini roast. 48 00:02:00,760 --> 00:02:03,720 And because I was thinking of something 49 00:02:03,720 --> 00:02:06,640 that you always do on this podcast, 50 00:02:06,640 --> 00:02:08,880 and I was gonna call you out for it. 51 00:02:08,880 --> 00:02:10,160 And I was like, well, it's not really fair 52 00:02:10,160 --> 00:02:13,920 if I call him out and he can't call me out. 53 00:02:13,920 --> 00:02:16,920 So we're gonna have a mini roast. 54 00:02:16,920 --> 00:02:21,920 And maybe just one bullet point each, right? 55 00:02:21,920 --> 00:02:24,920 Like we don't need to sit here and roast each other all day, 56 00:02:24,920 --> 00:02:29,920 but so what I was gonna call you out on was my intros. 57 00:02:32,680 --> 00:02:36,920 I was listening to previous podcasts of ours 58 00:02:36,920 --> 00:02:39,360 and every single intro that I do, 59 00:02:39,360 --> 00:02:42,160 you always like sit back and you're always like, 60 00:02:42,160 --> 00:02:45,520 oh man, that was a good one. 61 00:02:45,520 --> 00:02:48,280 And although it's very validating and thanks to you, 62 00:02:48,280 --> 00:02:53,280 it's like your Midwestern nature, I'm like, if he does this, 63 00:02:54,160 --> 00:02:56,720 if he says, oh, that was a good one, 64 00:02:56,720 --> 00:02:58,440 I'm gonna lose my shit. 65 00:02:58,440 --> 00:03:01,360 And so I was gonna preface. 66 00:03:01,360 --> 00:03:03,680 Would you rather me talk shit like you do every time 67 00:03:03,680 --> 00:03:06,280 where it's like, oh, you don't have to explain the joke, 68 00:03:06,280 --> 00:03:08,360 Zach, you know, but it's so fair enough. 69 00:03:08,360 --> 00:03:09,200 True, true, true. 70 00:03:09,200 --> 00:03:10,520 We balance each other out. 71 00:03:10,520 --> 00:03:13,840 I feel like I had to level us where it's like, 72 00:03:13,840 --> 00:03:16,480 we can't always be positive and I have to be real. 73 00:03:16,480 --> 00:03:17,680 I have to be the real one. 74 00:03:17,680 --> 00:03:21,840 You're very like, you're very packaged with a funnel. 75 00:03:21,840 --> 00:03:25,800 Sunshine's rainbows, yeah, yeah, cool with that, cool with that. 76 00:03:25,800 --> 00:03:29,840 Okay, well, as far as Roscoe, I'll take that, you know? 77 00:03:29,840 --> 00:03:32,560 Like being too positive, I'm okay with that. 78 00:03:32,560 --> 00:03:35,200 Let me tell you mine that I thought of 79 00:03:35,200 --> 00:03:37,760 because I'm the one that edits these podcasts 80 00:03:37,760 --> 00:03:40,680 and I swear to God, I could read war and peace 81 00:03:40,680 --> 00:03:42,400 between some of your thoughts. 82 00:03:42,400 --> 00:03:46,720 Like it is, it is, now I have to caveat that. 83 00:03:46,720 --> 00:03:49,680 I have filler words, I'm like, you know, 84 00:03:49,680 --> 00:03:54,160 but good Lord Caitlyn, like I have to cut it down. 85 00:03:54,160 --> 00:03:55,760 And you know what the difficult thing is? 86 00:03:55,760 --> 00:03:58,400 I have to cut it down so it still seems reasonable 87 00:03:58,400 --> 00:04:00,840 and not like someone, not like our mics went out 88 00:04:00,840 --> 00:04:05,840 for 20 seconds, but so I hear you're still pondering. 89 00:04:08,000 --> 00:04:10,800 I definitely hear you on that 90 00:04:10,800 --> 00:04:13,920 and I do take advantage of it, 91 00:04:13,920 --> 00:04:16,840 where I'm like, sometimes I'll pause 92 00:04:16,840 --> 00:04:19,280 and I'll be thinking of what I have to say. 93 00:04:19,280 --> 00:04:24,280 And then I like, you're not telling me to can speed it up. 94 00:04:24,280 --> 00:04:26,600 So I'm like, oh, maybe I'll take a little bit longer 95 00:04:26,600 --> 00:04:28,640 to think about what I have to say 96 00:04:28,640 --> 00:04:30,400 because he's not saying anything to me. 97 00:04:30,400 --> 00:04:33,440 Like maybe he enjoys this, Silen. 98 00:04:33,440 --> 00:04:36,920 You can't, my idea is you can't rush brilliance, Caitlyn, 99 00:04:36,920 --> 00:04:40,080 as far as hyping you up, you can't rush it. 100 00:04:40,080 --> 00:04:41,400 Let it come naturally. 101 00:04:41,400 --> 00:04:44,080 It comes out in the editing where I literally have to just 102 00:04:44,080 --> 00:04:48,040 like cut it down by five or six seconds to make it. 103 00:04:48,040 --> 00:04:50,080 Seemed like a normal person. 104 00:04:50,080 --> 00:04:55,080 Five or six seconds in real time is excruciating. 105 00:04:55,240 --> 00:04:56,080 That's too long. 106 00:04:56,080 --> 00:04:56,920 Oh yeah. 107 00:04:56,920 --> 00:04:58,760 In podcast time, way too long. 108 00:04:58,760 --> 00:05:02,040 Like you can't sit there with dead space for, you know, 109 00:05:02,040 --> 00:05:04,000 like 10 seconds. 110 00:05:06,000 --> 00:05:08,120 See, this is why I appreciate this 111 00:05:08,120 --> 00:05:11,320 because I'm gonna be cognizant of that moving forward. 112 00:05:11,320 --> 00:05:14,240 And these are things like at this stage 113 00:05:14,240 --> 00:05:17,920 in our podcasting career, we need to step it up. 114 00:05:17,920 --> 00:05:20,720 Like we're at, you know, season three, 115 00:05:20,720 --> 00:05:23,320 this arbitrary season three that you've made up. 116 00:05:23,320 --> 00:05:24,160 Thank you. 117 00:05:24,160 --> 00:05:25,040 Thank you. 118 00:05:25,040 --> 00:05:25,880 You did. 119 00:05:25,880 --> 00:05:26,720 I just like mixed it up. 120 00:05:26,720 --> 00:05:29,760 But to that point we launched, 121 00:05:29,760 --> 00:05:32,680 I believe it's gonna be two years 122 00:05:32,680 --> 00:05:34,880 by the time this podcast comes out. 123 00:05:34,880 --> 00:05:38,720 I think this might be like our two year check mark. 124 00:05:38,720 --> 00:05:40,640 Which I'm really proud of us for sticking with it 125 00:05:40,640 --> 00:05:42,160 because there were some moments 126 00:05:42,160 --> 00:05:47,000 where we could not get through it. 127 00:05:47,000 --> 00:05:47,840 Oh yeah. 128 00:05:47,840 --> 00:05:48,800 And I think. 129 00:05:48,800 --> 00:05:50,480 I did not want to write scripts. 130 00:05:50,480 --> 00:05:52,400 You did not want to write scripts. 131 00:05:52,400 --> 00:05:54,240 I think props to you. 132 00:05:54,240 --> 00:05:57,240 You have carried the team for the past couple weeks. 133 00:05:57,240 --> 00:05:59,200 And finally I was like, fuck this. 134 00:05:59,200 --> 00:06:01,680 I need to sound like the smart one on this podcast. 135 00:06:01,680 --> 00:06:03,640 So I need to write a script. 136 00:06:03,640 --> 00:06:05,080 It's not hard to do, Katelyn, 137 00:06:05,080 --> 00:06:06,400 when you're paired up with me. 138 00:06:06,400 --> 00:06:10,520 But no, I think you are great at your off the cuff insights 139 00:06:10,520 --> 00:06:11,720 and I'm the research guy. 140 00:06:11,720 --> 00:06:14,880 It's just like our normal, you know, business. 141 00:06:14,880 --> 00:06:16,400 I think it works out well. 142 00:06:16,400 --> 00:06:17,960 I think it works out really, really well. 143 00:06:17,960 --> 00:06:20,360 But yes, congratulations to you as well. 144 00:06:20,360 --> 00:06:24,120 It has not been easy two years putting these out 145 00:06:24,120 --> 00:06:26,160 because we run a business on the side, 146 00:06:26,160 --> 00:06:28,560 a small business trying to grow that. 147 00:06:28,560 --> 00:06:32,120 So taking the little time on a Friday 148 00:06:32,120 --> 00:06:34,160 has always been delightful with you. 149 00:06:34,160 --> 00:06:36,120 Agreed. 150 00:06:36,120 --> 00:06:37,640 Well, shit. 151 00:06:37,640 --> 00:06:39,360 I did not expect this mini-ros 152 00:06:39,360 --> 00:06:44,080 to turn into a high five congratulations fish bomb session. 153 00:06:44,080 --> 00:06:45,320 But here we are. 154 00:06:45,320 --> 00:06:47,600 It's just like the regular Comedy Central roast. 155 00:06:47,600 --> 00:06:50,880 They always end with like, I love you, James Franco. 156 00:06:50,880 --> 00:06:53,880 Yeah, you're the best, blah, blah, blah. 157 00:06:53,880 --> 00:06:56,400 So that's how we'll cap that off as well. 158 00:06:56,400 --> 00:06:58,000 All right, well, let's get into it. 159 00:06:58,000 --> 00:06:59,200 Unless you have another one to throw at me. 160 00:06:59,200 --> 00:07:01,160 You got another one? 161 00:07:01,160 --> 00:07:03,480 Well, actually the one that I also thought of 162 00:07:03,480 --> 00:07:04,920 was one that you already mentioned 163 00:07:04,920 --> 00:07:07,320 where you have filler words or it's like, oh, yeah. 164 00:07:07,320 --> 00:07:10,440 Like you cannot end a sentence to save your life. 165 00:07:10,440 --> 00:07:11,400 Nope, nope. 166 00:07:11,400 --> 00:07:12,320 No. 167 00:07:12,320 --> 00:07:13,640 And you always have to have the last word 168 00:07:13,640 --> 00:07:15,680 where it's like, even if that word doesn't make it, 169 00:07:15,680 --> 00:07:18,200 even if it were past it, 170 00:07:18,200 --> 00:07:19,920 it's kind of like the people you see in the street 171 00:07:19,920 --> 00:07:23,240 and you're like, bye, bye, bye, bye, no, bye. 172 00:07:24,160 --> 00:07:25,000 Oh yeah. 173 00:07:25,000 --> 00:07:25,840 You can't just walk away. 174 00:07:25,840 --> 00:07:27,960 I have the mid, no, I have the Midwest goodbye. 175 00:07:27,960 --> 00:07:30,640 It takes me, I have to start my goodbyes at a party 176 00:07:30,640 --> 00:07:33,280 about 45 minutes before I want to leave, you know? 177 00:07:33,280 --> 00:07:36,640 Like it is like excruciating 178 00:07:36,640 --> 00:07:38,080 because I'm chatting away. 179 00:07:38,080 --> 00:07:40,280 I don't know, I don't know. 180 00:07:40,280 --> 00:07:43,400 The dance of conversation, Caitlin, 181 00:07:43,400 --> 00:07:45,680 look at me getting in the last word on your roast. 182 00:07:45,680 --> 00:07:47,160 And I will roast myself. 183 00:07:47,160 --> 00:07:49,280 Something that I have heard 184 00:07:49,280 --> 00:07:52,600 besides my long pause in thought is 185 00:07:53,640 --> 00:07:57,640 I do pop my piece 186 00:07:59,200 --> 00:08:01,680 on this microphone. 187 00:08:01,680 --> 00:08:03,760 Yeah, well, you have like the nice, 188 00:08:03,760 --> 00:08:06,760 I've been doing it too, you know, we're not, 189 00:08:06,760 --> 00:08:08,600 once we start making money on this. 190 00:08:08,600 --> 00:08:12,120 We're intermediate podcasters. 191 00:08:12,120 --> 00:08:15,680 Yeah, we do it for the fun of it, for the joy. 192 00:08:15,680 --> 00:08:17,640 We do, and because we're interested, 193 00:08:17,640 --> 00:08:21,360 we're interested in the marketers who came before us. 194 00:08:21,360 --> 00:08:22,720 So let's get into it. 195 00:08:22,720 --> 00:08:25,240 Let's talk Gatorade. 196 00:08:25,240 --> 00:08:27,800 All right, we're about to get into Gatorade's 197 00:08:27,800 --> 00:08:31,440 successful marketing strategies in the beverage industry. 198 00:08:31,440 --> 00:08:33,760 Gatorade is owned by PepsiCo. 199 00:08:33,760 --> 00:08:35,440 Did you know that? 200 00:08:35,440 --> 00:08:37,440 Yes, why did you know that? 201 00:08:37,440 --> 00:08:38,280 Yes, we did. 202 00:08:38,280 --> 00:08:41,400 We talked about it at Cokeverse Pepsi podcast, yeah. 203 00:08:41,400 --> 00:08:42,240 Pepe. 204 00:08:43,440 --> 00:08:46,760 Gatorade owned by PepsiCo dominates the sports drink market 205 00:08:46,760 --> 00:08:50,920 with around 70 to 80% of the market share globally. 206 00:08:52,720 --> 00:08:54,800 I know, and I was gonna say, 207 00:08:56,160 --> 00:08:57,000 my screen. 208 00:08:58,840 --> 00:09:00,160 I was gonna ask you, 209 00:09:00,160 --> 00:09:02,720 we did cover Pepsi versus Coke, 210 00:09:02,720 --> 00:09:05,360 and in one of our previous podcasts, 211 00:09:05,360 --> 00:09:08,560 and do you remember which company came out on top? 212 00:09:10,600 --> 00:09:11,840 It was Pepsi, right? 213 00:09:11,840 --> 00:09:12,840 It was Pepsi. 214 00:09:12,840 --> 00:09:13,840 I had a significant amount. 215 00:09:13,840 --> 00:09:14,680 Yeah, I see. 216 00:09:14,680 --> 00:09:18,200 Yeah, and it kind of depends, right? 217 00:09:18,200 --> 00:09:20,400 Like if you're into the branding 218 00:09:20,400 --> 00:09:23,840 where Coke goes very traditional, 219 00:09:23,840 --> 00:09:27,080 Coke comes out on top, but financially it is Pepsi. 220 00:09:27,080 --> 00:09:30,640 And honestly, I would attribute a lot of this 221 00:09:30,640 --> 00:09:33,080 to Gatorade's success. 222 00:09:33,080 --> 00:09:34,440 Oh, really? 223 00:09:34,440 --> 00:09:37,960 I would, I mean, Gatorade owns 70%, 80% 224 00:09:37,960 --> 00:09:41,120 of the sports drink market. 225 00:09:41,120 --> 00:09:42,080 Yeah, that's a great point. 226 00:09:42,080 --> 00:09:43,520 What do you think the others are? 227 00:09:43,520 --> 00:09:45,240 There's two. 228 00:09:45,240 --> 00:09:46,360 Powerade. 229 00:09:46,360 --> 00:09:47,200 Yup. 230 00:09:47,200 --> 00:09:48,040 Because that's my personal favorite. 231 00:09:48,040 --> 00:09:49,480 I love a good blue Powerade. 232 00:09:50,480 --> 00:09:51,880 There's another one. 233 00:09:53,760 --> 00:09:55,000 Is it kind of new? 234 00:09:55,000 --> 00:09:57,560 Or is it a pretty established one? 235 00:09:59,480 --> 00:10:00,320 It's new. 236 00:10:00,320 --> 00:10:01,160 Body armor? 237 00:10:01,160 --> 00:10:02,000 Yeah. 238 00:10:03,320 --> 00:10:05,280 I know, I'm surprised you knew that. 239 00:10:05,280 --> 00:10:06,120 Do you like body armor? 240 00:10:06,120 --> 00:10:07,480 I could see the bottles. 241 00:10:07,480 --> 00:10:09,880 It's got like, you know, I just didn't know the name. 242 00:10:09,880 --> 00:10:12,360 It's got like that metallic kind of like 243 00:10:12,360 --> 00:10:15,440 underlay behind the brand. 244 00:10:15,440 --> 00:10:16,280 Yeah. 245 00:10:16,280 --> 00:10:17,120 Yeah. 246 00:10:17,800 --> 00:10:21,200 So the origin story of Gatorade, do you know it? 247 00:10:21,200 --> 00:10:22,520 I think everyone knows it. 248 00:10:22,520 --> 00:10:24,240 Yeah, was it? 249 00:10:24,240 --> 00:10:26,000 Well, you wrote the script, but it was founded 250 00:10:26,000 --> 00:10:27,520 at the University of Florida, right? 251 00:10:27,520 --> 00:10:28,360 Sure was. 252 00:10:29,360 --> 00:10:32,680 Developed in 1965 at the University of Florida. 253 00:10:32,680 --> 00:10:35,120 The University of Florida football coach, 254 00:10:35,120 --> 00:10:39,240 Dwayne Douglas, was starting to observe 255 00:10:39,240 --> 00:10:41,840 unusual water weight loss in players 256 00:10:41,840 --> 00:10:44,360 without increased urination. 257 00:10:44,360 --> 00:10:48,080 So he's like, where is all this weight disappearing to? 258 00:10:49,080 --> 00:10:50,400 So he went over to the res... 259 00:10:50,400 --> 00:10:53,240 Can we take a pause? 260 00:10:53,240 --> 00:10:54,920 How does he know without peeing? 261 00:10:54,920 --> 00:10:58,160 Yeah, how was he measuring the urination? 262 00:10:58,160 --> 00:10:59,880 Yeah, I mean, I could have gone that. 263 00:10:59,880 --> 00:11:03,120 I could have gone down that road, but I chose not to. 264 00:11:03,120 --> 00:11:03,960 So... 265 00:11:05,360 --> 00:11:06,400 Okay, you know. 266 00:11:06,400 --> 00:11:07,880 It's part of the story. 267 00:11:07,880 --> 00:11:09,520 You just don't ask questions. 268 00:11:09,520 --> 00:11:10,360 Okay. 269 00:11:10,360 --> 00:11:12,440 So he went to their research department 270 00:11:12,440 --> 00:11:17,440 and asked Dr. Robert Cade to solve this issue of dehydration. 271 00:11:17,440 --> 00:11:21,520 So he came up with the formula of Gatorade. 272 00:11:21,520 --> 00:11:26,520 And the initial formula was just aimed to help these athletes, 273 00:11:27,600 --> 00:11:29,960 these football players perform better in hot 274 00:11:29,960 --> 00:11:32,720 and humid conditions being that they're in Florida 275 00:11:32,720 --> 00:11:36,960 by replenishing lost electrolytes and carbohydrates. 276 00:11:36,960 --> 00:11:39,680 The first version of Gatorade was water, 277 00:11:39,680 --> 00:11:41,760 salt, and a bit of sugar, 278 00:11:41,760 --> 00:11:44,800 which was pretty repulsive actually 279 00:11:44,800 --> 00:11:47,560 to the majority of people who drank it, 280 00:11:47,560 --> 00:11:50,800 but they continued to drink it because it worked. 281 00:11:50,800 --> 00:11:53,840 And then Dr. Cade's wife, Mary, 282 00:11:55,120 --> 00:11:57,280 snaps for Mary, suggested, 283 00:11:57,280 --> 00:12:00,080 hey, why don't you add a bit of lemon juice 284 00:12:00,080 --> 00:12:02,160 to improve the taste of the solution? 285 00:12:02,160 --> 00:12:07,160 Thus, Gatorade's first flavors were orange and lemon lime, 286 00:12:07,920 --> 00:12:11,080 which really became iconic and synonymous 287 00:12:11,080 --> 00:12:13,160 with the brand's identity. 288 00:12:13,160 --> 00:12:15,240 And of course I had to look, 289 00:12:15,240 --> 00:12:18,520 my branding brain was like, who designed the logo? 290 00:12:18,520 --> 00:12:19,600 Did they go outside? 291 00:12:19,600 --> 00:12:21,640 Did they hire a marketer? 292 00:12:21,640 --> 00:12:26,640 No, the original logo was designed by the secretary, 293 00:12:27,240 --> 00:12:31,560 Beverly Gagliardi at the University of Florida's 294 00:12:31,560 --> 00:12:33,720 College of Medicine. 295 00:12:33,720 --> 00:12:37,780 And no, she was not compensated for her design. 296 00:12:39,320 --> 00:12:41,000 She's a regular Pan Beasley. 297 00:12:41,000 --> 00:12:43,640 Yeah, yeah. 298 00:12:43,640 --> 00:12:47,120 The G is obviously Gator's 299 00:12:47,120 --> 00:12:52,040 and the lightning bolt is energy, speed. 300 00:12:52,040 --> 00:12:54,920 And what's true is that it's really remained 301 00:12:54,920 --> 00:12:56,920 a hallmark of the brand. 302 00:12:56,920 --> 00:12:59,440 So I think it's just insane that this was created 303 00:12:59,440 --> 00:13:02,040 by not a designer, not a marketing company, 304 00:13:02,040 --> 00:13:06,040 which I think also is a little, 305 00:13:06,040 --> 00:13:09,680 I like to laugh at creative agencies and marketing agencies 306 00:13:09,680 --> 00:13:14,680 because they put so much weight on logos 307 00:13:14,680 --> 00:13:17,760 and so much research and so many focus groups. 308 00:13:17,760 --> 00:13:21,520 And there's like little tiny tweaks being, 309 00:13:21,520 --> 00:13:25,120 you know, the legendary joke of creative agencies 310 00:13:25,120 --> 00:13:26,900 is can you make the logo bigger? 311 00:13:28,440 --> 00:13:32,880 And really it's like the two most legendary logos 312 00:13:32,880 --> 00:13:35,880 were off the cuff, just do it, 313 00:13:35,880 --> 00:13:37,720 Nike's and Gatorade's. 314 00:13:37,720 --> 00:13:40,120 Yeah, and both of them were, 315 00:13:40,120 --> 00:13:43,320 I mean, one wasn't, was not compensated at all at Gatorade 316 00:13:43,320 --> 00:13:46,400 and then Nike was like, what, 100 bucks or something like that? 317 00:13:46,400 --> 00:13:47,720 Yeah, that's it. 318 00:13:48,600 --> 00:13:49,440 Yeah. 319 00:13:49,440 --> 00:13:50,440 That is crazy. 320 00:13:50,440 --> 00:13:52,920 Do you feel that as a creative? 321 00:13:52,920 --> 00:13:56,920 Do you like, eat in the creative world, you know? 322 00:13:56,920 --> 00:13:57,760 Yeah. 323 00:13:57,760 --> 00:13:58,760 Wait, feel what? 324 00:13:59,720 --> 00:14:03,560 Feel that some of the most successful brands 325 00:14:03,560 --> 00:14:07,240 were produced basically for free, 326 00:14:07,240 --> 00:14:08,720 if not essentially for free. 327 00:14:08,720 --> 00:14:11,560 And like, does that, I guess it's just, 328 00:14:11,560 --> 00:14:14,400 it's a hard world for me because it's so subjective, right? 329 00:14:14,400 --> 00:14:18,840 Like these are, people will pay in the tens of thousands 330 00:14:18,840 --> 00:14:23,840 of dollars for a logo that doesn't do much difference, right? 331 00:14:24,080 --> 00:14:28,640 Well, I think that the one I go back to is Pepsi's logo 332 00:14:28,640 --> 00:14:30,680 and how they spent something, 333 00:14:30,680 --> 00:14:32,720 I might be misplacing a zero, 334 00:14:32,720 --> 00:14:37,040 but it's either between two or $20 million 335 00:14:37,040 --> 00:14:41,240 on their rebrand that they ended up doing nothing with. 336 00:14:41,240 --> 00:14:43,880 And their rebrand brand was so fucking simple. 337 00:14:43,880 --> 00:14:47,160 It was like the curvature of the S 338 00:14:47,160 --> 00:14:49,560 like became a little bit more deep or something. 339 00:14:49,560 --> 00:14:53,240 And that cost them billions of dollars for the rebrand. 340 00:14:53,240 --> 00:14:56,800 And, you know, we look at this too, like over the years, 341 00:14:56,800 --> 00:15:01,080 I don't know, I'm always gonna be a Nordstrom advocate. 342 00:15:01,080 --> 00:15:02,480 I love Nordstrom. 343 00:15:02,480 --> 00:15:04,080 Love their brand, love what they, 344 00:15:04,080 --> 00:15:08,560 they, they love their brand 345 00:15:08,560 --> 00:15:13,560 and I love what they stand for customer service wise. 346 00:15:15,080 --> 00:15:18,560 But their logo kind of took on many renditions 347 00:15:18,560 --> 00:15:19,400 over the years. 348 00:15:19,400 --> 00:15:22,080 I don't know how many, how much money they put into it, 349 00:15:22,080 --> 00:15:25,200 but it's like every so often they update the fonts, 350 00:15:25,200 --> 00:15:26,040 which is okay. 351 00:15:26,040 --> 00:15:29,920 This Pepsi company, millions of dollars. 352 00:15:29,920 --> 00:15:33,920 So I just don't think like creatives 353 00:15:33,920 --> 00:15:35,680 take themselves too seriously. 354 00:15:35,680 --> 00:15:38,240 Like I will be the first to say that. 355 00:15:38,240 --> 00:15:40,720 And I've had creative directors above me 356 00:15:40,720 --> 00:15:44,360 that I've worked under that are, you know, horrible 357 00:15:44,360 --> 00:15:47,840 to work for because they put so much weight on creative 358 00:15:47,840 --> 00:15:50,200 and they think they're the hero of the show. 359 00:15:50,200 --> 00:15:52,920 And it's like, you're barely it, you're barely it. 360 00:15:52,920 --> 00:15:54,560 You're a cog in the wheel. 361 00:15:54,560 --> 00:15:57,120 Yeah, your piece of the puzzle, right? 362 00:15:57,120 --> 00:16:00,560 So, I mean, but to counter that is like 363 00:16:00,560 --> 00:16:02,360 that it is just so subjective. 364 00:16:02,360 --> 00:16:03,200 It's hard. 365 00:16:03,200 --> 00:16:04,120 It's like the art world, right? 366 00:16:04,120 --> 00:16:05,640 Like it's like, it's the same thing. 367 00:16:05,640 --> 00:16:08,160 A print, a painting could be worth five bucks. 368 00:16:08,160 --> 00:16:11,680 That's a beautifully done and a painting of a red square 369 00:16:11,680 --> 00:16:14,600 could be worth $25 million, right? 370 00:16:14,600 --> 00:16:16,320 Like it's so subjective. 371 00:16:16,320 --> 00:16:18,320 So that's the difficulty of it, right? 372 00:16:18,320 --> 00:16:21,520 I love that because we're going to kind of touch on that 373 00:16:21,520 --> 00:16:23,560 towards the end where it's like, 374 00:16:23,560 --> 00:16:27,280 there are so many outliers that go into the success 375 00:16:27,280 --> 00:16:32,280 of a brand that to put all this money into a logo 376 00:16:32,560 --> 00:16:36,880 or to put all this weight on a logo is really silly 377 00:16:36,880 --> 00:16:41,440 because it's timing, it's right place, it's, you know, 378 00:16:41,440 --> 00:16:43,240 market, it's everything. 379 00:16:43,240 --> 00:16:46,200 There's so marketing, there's so many things 380 00:16:46,200 --> 00:16:49,080 that could make a brand, make or break a brand. 381 00:16:49,080 --> 00:16:52,520 So let's go into the early marketing campaigns. 382 00:16:54,040 --> 00:16:55,920 Gatorade was credited. 383 00:16:55,920 --> 00:16:57,280 Yes, question. 384 00:16:57,280 --> 00:16:58,200 Oh, sorry, sorry. 385 00:16:58,200 --> 00:17:01,120 I do have one question about Gatorade before we get going. 386 00:17:01,120 --> 00:17:03,280 You said the ingredients of Gatorade. 387 00:17:03,280 --> 00:17:07,040 Is it like Coca-Cola now where it's a secret recipe 388 00:17:07,040 --> 00:17:09,400 and they don't tell people what they put into it, 389 00:17:09,400 --> 00:17:12,520 like Coke and Pepsi, or is it pretty much open? 390 00:17:12,520 --> 00:17:15,000 Like, is it still just basically, do you know? 391 00:17:15,000 --> 00:17:16,520 Like the basic thing is the same? 392 00:17:16,520 --> 00:17:18,480 No, why does that matter to you? 393 00:17:18,480 --> 00:17:20,840 I was just curious, because it's like, 394 00:17:20,840 --> 00:17:24,040 it feels like it's they own 80% of the market share, 395 00:17:24,040 --> 00:17:27,560 but people know what the contents are, 396 00:17:27,560 --> 00:17:30,760 why hasn't someone come along to like replicate? 397 00:17:30,760 --> 00:17:32,960 Well, do you think PowerAid did replicate it? 398 00:17:32,960 --> 00:17:34,280 I think that's the same drink. 399 00:17:34,280 --> 00:17:35,880 I think it tastes a little different. 400 00:17:35,880 --> 00:17:37,720 I think both of them, yeah, 401 00:17:37,720 --> 00:17:39,800 I think it tastes a little different, you know? 402 00:17:39,800 --> 00:17:42,600 It's, I compare it to Coke and Pepsi, right? 403 00:17:42,600 --> 00:17:45,160 Like they're both colas, but they taste a little different. 404 00:17:45,160 --> 00:17:46,200 A little different. 405 00:17:46,200 --> 00:17:48,000 There's little subtleties in there. 406 00:17:48,000 --> 00:17:49,680 Interesting. 407 00:17:49,680 --> 00:17:53,880 Yeah, my research didn't come up with that, 408 00:17:53,880 --> 00:17:56,200 where the ingredient list is hidden, but. 409 00:17:56,200 --> 00:17:57,560 My line of inquiry. 410 00:17:57,560 --> 00:18:00,560 No, I like it, I like it, keeping me on my toes. 411 00:18:01,960 --> 00:18:04,480 So it was developed in 65, 412 00:18:04,480 --> 00:18:09,040 and then the Gators go on to win the Orange Bowl in 67, 413 00:18:09,040 --> 00:18:12,560 and Gatorade was largely credited for this win, 414 00:18:12,560 --> 00:18:17,560 and that was kind of the first introduction to Gatorade. 415 00:18:19,360 --> 00:18:23,080 Not long after, in 67, Stokely Van Camp, 416 00:18:23,080 --> 00:18:24,360 a food and beverage company, 417 00:18:24,360 --> 00:18:26,960 secured the rights to Gatorade from Dr. Cade 418 00:18:26,960 --> 00:18:30,520 and his colleagues, including the rights to the formula, 419 00:18:30,520 --> 00:18:34,640 branding, and commercialization of the product. 420 00:18:35,960 --> 00:18:38,640 SVC saw the opportunity to market Gatorade 421 00:18:38,640 --> 00:18:41,160 as a sports drink that could benefit athletes 422 00:18:41,160 --> 00:18:43,560 across various sports, which I think is really smart, 423 00:18:43,560 --> 00:18:46,680 not just football, and so they're branching out. 424 00:18:46,680 --> 00:18:49,400 And not really, this partnership really marked 425 00:18:49,400 --> 00:18:51,840 the beginning of Gatorade's journey 426 00:18:51,840 --> 00:18:56,680 from kind of a scientific brood in the basement 427 00:18:56,680 --> 00:18:58,440 university developed beverage 428 00:18:58,440 --> 00:19:01,600 to a widely recognized global brand. 429 00:19:01,600 --> 00:19:05,280 So, Zach, before we get into that, 430 00:19:05,280 --> 00:19:09,320 how would you take this from the basement 431 00:19:09,320 --> 00:19:12,000 of the University of Florida to market 432 00:19:12,000 --> 00:19:14,160 now that it's a commercial product? 433 00:19:14,160 --> 00:19:16,040 How would you take it to market? 434 00:19:16,040 --> 00:19:16,880 Well, I think... 435 00:19:16,880 --> 00:19:18,480 What would you lean into? 436 00:19:18,480 --> 00:19:19,680 The first thing that I would do, 437 00:19:19,680 --> 00:19:21,440 I think it's important that you talked about 438 00:19:21,440 --> 00:19:22,880 Florida winning the championship. 439 00:19:22,880 --> 00:19:24,520 I think it's PR, right? 440 00:19:24,520 --> 00:19:28,440 Like, I think the base to sell anything to athletes 441 00:19:28,440 --> 00:19:31,480 or people competing athletically is to be the best, 442 00:19:31,480 --> 00:19:34,560 to win championships, to succeed, 443 00:19:34,560 --> 00:19:36,640 and you use this Florida as a model. 444 00:19:36,640 --> 00:19:39,720 Like, this was their Michael Jordan at halftime, 445 00:19:39,720 --> 00:19:41,640 Michael's secret juice or whatever. 446 00:19:41,640 --> 00:19:43,960 Like, it was in Space Jam, right? 447 00:19:43,960 --> 00:19:45,880 Like, it was like, they drank this 448 00:19:45,880 --> 00:19:47,720 and they won a championship. 449 00:19:47,720 --> 00:19:50,920 The champion, fill your body, you know? 450 00:19:50,920 --> 00:19:55,200 I think leverage that PR, I guess, is what I would do. 451 00:19:55,200 --> 00:19:57,680 Leverage that PR totally, 452 00:19:57,680 --> 00:20:01,720 and take the next step into athlete endorsement. 453 00:20:01,720 --> 00:20:05,760 So, that was a big piece of the pie. 454 00:20:05,760 --> 00:20:07,360 So, they began targeting athletes, 455 00:20:07,360 --> 00:20:09,840 particularly in the University of Florida 456 00:20:09,840 --> 00:20:12,080 football team, the Gators. 457 00:20:12,080 --> 00:20:15,000 And one of the earliest endorsements 458 00:20:15,000 --> 00:20:18,000 came from football player, Joe Namath. 459 00:20:18,000 --> 00:20:18,840 Namath. 460 00:20:18,840 --> 00:20:19,680 Namath. 461 00:20:19,680 --> 00:20:20,600 Oh, I didn't know that. 462 00:20:20,600 --> 00:20:21,720 Okay, yeah, yeah. 463 00:20:21,720 --> 00:20:23,400 In the 1960s. 464 00:20:23,400 --> 00:20:25,000 Tell us about Joe. 465 00:20:25,000 --> 00:20:26,680 I didn't care to look him up. 466 00:20:26,680 --> 00:20:28,520 Very famous quarterback. 467 00:20:28,520 --> 00:20:29,360 Quarterback. 468 00:20:29,360 --> 00:20:30,200 Taking the Jets. 469 00:20:30,200 --> 00:20:31,040 He won a bunch of Super Bowl titles. 470 00:20:31,040 --> 00:20:31,880 That's all I need to know. 471 00:20:31,880 --> 00:20:32,720 Yeah. 472 00:20:32,720 --> 00:20:33,560 He was like... 473 00:20:33,560 --> 00:20:35,440 Like, literally say no more. 474 00:20:35,440 --> 00:20:36,280 Okay. 475 00:20:36,280 --> 00:20:39,320 I started going down. 476 00:20:39,320 --> 00:20:42,440 I started, it was exactly where I can't finish a sentence. 477 00:20:42,440 --> 00:20:44,120 I'm catching myself now. 478 00:20:44,120 --> 00:20:45,400 And you're like, say no more, Zach. 479 00:20:45,400 --> 00:20:46,240 Say no more. 480 00:20:46,240 --> 00:20:47,280 Say no more. 481 00:20:47,280 --> 00:20:50,000 And I'm like, oh yeah, he wore for coats. 482 00:20:50,000 --> 00:20:52,360 And yeah, I'm going into depth. 483 00:20:52,360 --> 00:20:53,880 I mean, if you were going to talk fashion, 484 00:20:53,880 --> 00:20:55,360 I would have let you continue. 485 00:20:55,360 --> 00:20:57,240 But I knew you were going into stats, 486 00:20:57,240 --> 00:20:58,640 and I was like, I could care less. 487 00:20:58,640 --> 00:21:00,560 I just wanted to know what he did, 488 00:21:00,560 --> 00:21:01,400 and what team he played for. 489 00:21:01,400 --> 00:21:03,840 Well, in the 1973 season, 490 00:21:03,840 --> 00:21:06,480 Joe made his food for 295. 491 00:21:06,480 --> 00:21:07,600 Yeah, no, I'm good. 492 00:21:07,600 --> 00:21:08,680 I'm good. 493 00:21:08,680 --> 00:21:09,520 You got me. 494 00:21:09,520 --> 00:21:10,680 You got me that one. 495 00:21:10,680 --> 00:21:14,240 So, athlete endorsements was a piece of their pie, 496 00:21:14,240 --> 00:21:15,440 their marketing campaigns. 497 00:21:15,440 --> 00:21:17,880 Then the involvement in sports events. 498 00:21:17,880 --> 00:21:20,880 Again, leveraging that win. 499 00:21:20,880 --> 00:21:23,760 They often started sponsoring events, 500 00:21:23,760 --> 00:21:24,840 gaining visibility, 501 00:21:24,840 --> 00:21:26,320 and creating a strong association 502 00:21:26,320 --> 00:21:29,600 between the brand and sports performance. 503 00:21:29,600 --> 00:21:33,600 For instance, Gatorade became the official sports drink 504 00:21:33,600 --> 00:21:36,920 of the National Football League in 1969. 505 00:21:36,920 --> 00:21:38,240 And you know what's crazy to me 506 00:21:38,240 --> 00:21:41,240 is just how quickly this happened. 507 00:21:41,240 --> 00:21:42,920 It was developed in 65, 508 00:21:42,920 --> 00:21:47,920 and by 69 they are literally the sports drink of the NFL. 509 00:21:48,000 --> 00:21:49,480 Yeah. 510 00:21:49,480 --> 00:21:50,320 You know? 511 00:21:50,320 --> 00:21:52,240 That's very, yeah, that's fascinating. 512 00:21:53,680 --> 00:21:54,920 So that's number two. 513 00:21:54,920 --> 00:21:57,360 Sports events, endorsed athletes. 514 00:21:57,360 --> 00:22:00,800 Number three, educational seminars. 515 00:22:00,800 --> 00:22:04,200 So they're really leaning into the science of it. 516 00:22:04,200 --> 00:22:07,200 Hey, this was developed by a scientist 517 00:22:07,200 --> 00:22:12,200 in to really reinvigorate electrolytes 518 00:22:13,400 --> 00:22:14,760 and your nutrition. 519 00:22:16,040 --> 00:22:18,200 So they conducted educational seminars 520 00:22:18,200 --> 00:22:20,360 and presentations for coaches, athletes, 521 00:22:20,360 --> 00:22:23,800 and sports teams really selling this electrolytes. 522 00:22:24,800 --> 00:22:25,640 Interesting. 523 00:22:25,640 --> 00:22:26,640 Piece of the puzzle. 524 00:22:27,600 --> 00:22:30,080 And of course they're sharing scientific insights. 525 00:22:30,080 --> 00:22:32,920 So data really helps make their claims. 526 00:22:32,920 --> 00:22:34,960 And they started to position themselves 527 00:22:34,960 --> 00:22:38,160 as a trusted source of information. 528 00:22:38,160 --> 00:22:39,080 Yeah. 529 00:22:39,080 --> 00:22:40,680 Do you feel in your research 530 00:22:40,680 --> 00:22:43,480 that this has gone like the pharmaceutical route 531 00:22:43,480 --> 00:22:47,320 where it's just like very focused research 532 00:22:47,320 --> 00:22:48,840 to deliver a certain message? 533 00:22:48,840 --> 00:22:51,560 Or is it true like, you know, 534 00:22:51,560 --> 00:22:53,680 control tests that are like, 535 00:22:53,680 --> 00:22:56,040 yeah, you perform better with this stuff? 536 00:22:56,040 --> 00:22:58,160 I think a combination of both. 537 00:22:58,160 --> 00:23:00,720 And I'm actually really happy that you're pausing here 538 00:23:00,720 --> 00:23:02,000 because I was gonna pause here too 539 00:23:02,000 --> 00:23:03,520 and ask you what you think 540 00:23:03,520 --> 00:23:05,880 of the scientific messaging approach. 541 00:23:05,880 --> 00:23:09,240 And also like, would this work with consumers today? 542 00:23:09,240 --> 00:23:11,320 Would this resonate with consumers? 543 00:23:11,320 --> 00:23:13,240 Because you bring up pharmaceuticals. 544 00:23:13,240 --> 00:23:15,400 And I think that's a really good point. 545 00:23:15,400 --> 00:23:16,760 And this isn't a trick question. 546 00:23:16,760 --> 00:23:20,280 So, you know, do you really think that this could resonate? 547 00:23:21,800 --> 00:23:24,040 And if you wanna pause and think. 548 00:23:24,040 --> 00:23:24,880 No. 549 00:23:24,880 --> 00:23:27,800 No, I'm off the cuff, Kailin. 550 00:23:29,800 --> 00:23:30,960 My gut is that, 551 00:23:30,960 --> 00:23:31,960 because I'm trying to think back 552 00:23:31,960 --> 00:23:34,160 because I still see Gatorade commercials today, right? 553 00:23:34,160 --> 00:23:35,920 They're still very prominent. 554 00:23:35,920 --> 00:23:38,320 And I'm thinking back to their messaging 555 00:23:38,320 --> 00:23:39,680 in these recent ones. 556 00:23:39,680 --> 00:23:44,680 And there still is kind of that undercurrent of science. 557 00:23:44,880 --> 00:23:48,080 Like I'm thinking of the imagery they use a lot of times. 558 00:23:48,080 --> 00:23:50,640 And it's like athletes running on a treadmill 559 00:23:50,640 --> 00:23:51,840 with like the mask over it, 560 00:23:51,840 --> 00:23:53,360 like the oxygen mask over them. 561 00:23:53,360 --> 00:23:56,080 They got all these wires hooked up to them. 562 00:23:56,080 --> 00:23:56,920 You know? 563 00:23:56,920 --> 00:23:59,080 And it's like, it's not really talking about. 564 00:23:59,080 --> 00:24:01,520 It's just kind of like replenish what you lose. 565 00:24:01,520 --> 00:24:04,520 Like they're not the, as far as the messaging is not like, 566 00:24:04,520 --> 00:24:06,840 here are the specific things that we replenish. 567 00:24:06,840 --> 00:24:07,760 It's like just replenish, 568 00:24:07,760 --> 00:24:11,240 but the imagery is very still white lab coats, 569 00:24:11,240 --> 00:24:15,160 people watching athletes sweat and run on a treadmill. 570 00:24:15,160 --> 00:24:16,000 So I think- 571 00:24:16,000 --> 00:24:16,840 That's such a good point. 572 00:24:16,840 --> 00:24:19,560 It's like such an inception where it's like, 573 00:24:19,560 --> 00:24:21,840 you're putting something on the screen 574 00:24:21,840 --> 00:24:23,680 that says a very different message 575 00:24:23,680 --> 00:24:25,240 than the actual message. 576 00:24:25,240 --> 00:24:26,800 Where it's just like the message is replenish 577 00:24:26,800 --> 00:24:27,840 what you've lost, 578 00:24:27,840 --> 00:24:30,080 but this guy is tied up to chords. 579 00:24:30,080 --> 00:24:33,880 And he's, they have a scientist checking off little check boxes 580 00:24:33,880 --> 00:24:36,720 on a clipboard. 581 00:24:38,600 --> 00:24:40,600 I think that's a great example. 582 00:24:40,600 --> 00:24:43,240 So do you think that was effective? 583 00:24:44,480 --> 00:24:46,120 I think it would be still effective. 584 00:24:46,120 --> 00:24:46,960 Yeah. 585 00:24:46,960 --> 00:24:48,400 Cause I'm even thinking to sports in general, 586 00:24:48,400 --> 00:24:50,760 and there's so much science behind it now. 587 00:24:50,760 --> 00:24:54,200 Like they, they employed like not only like 588 00:24:54,200 --> 00:24:56,800 analyzing player performance of whatever kind of sport, 589 00:24:56,800 --> 00:24:58,320 but like physiotherapy, 590 00:24:58,320 --> 00:25:00,840 like making sure that players can play the longest that, 591 00:25:00,840 --> 00:25:03,640 like there's sports has become very science 592 00:25:03,640 --> 00:25:05,280 and analytics based. 593 00:25:05,280 --> 00:25:08,120 So the fact that Gatorade is still associated 594 00:25:08,120 --> 00:25:09,800 with a lot of these sporting events 595 00:25:09,800 --> 00:25:12,320 just kind of like adds that layer as well. 596 00:25:12,320 --> 00:25:13,160 Yeah. 597 00:25:13,160 --> 00:25:15,160 I think I like that because I was actually 598 00:25:15,160 --> 00:25:16,760 going to take it differently. 599 00:25:16,760 --> 00:25:19,720 And I was going to say it wouldn't be super effective 600 00:25:19,720 --> 00:25:23,240 for consumers because I was looking at the average consumer. 601 00:25:23,240 --> 00:25:27,200 Maybe you were looking at someone who cares about sports 602 00:25:27,200 --> 00:25:31,080 because I see us being just inundated 603 00:25:31,080 --> 00:25:33,640 with nutritional information. 604 00:25:33,640 --> 00:25:35,720 And I mean, we're inundated with products. 605 00:25:35,720 --> 00:25:38,160 Our entire life is an advertisement. 606 00:25:39,040 --> 00:25:41,000 We're living inside of an advertisement. 607 00:25:41,000 --> 00:25:42,800 And so we're much more, 608 00:25:42,800 --> 00:25:47,800 I do like to give the consumer the benefit of the Dow. 609 00:25:47,800 --> 00:25:50,560 I think they are more aware. 610 00:25:52,440 --> 00:25:56,720 And they're smarter to these scientific claims. 611 00:25:56,720 --> 00:25:58,320 Also, there's documentaries coming out 612 00:25:58,320 --> 00:25:59,800 about the food and beverage industry 613 00:25:59,800 --> 00:26:01,240 where like these scientific claims 614 00:26:01,240 --> 00:26:02,880 don't actually mean anything. 615 00:26:02,880 --> 00:26:05,480 Like there's no scientist making these claims. 616 00:26:05,480 --> 00:26:08,600 It's just like you submit a little email to somebody 617 00:26:08,600 --> 00:26:10,280 and they give you this stamp of approval, 618 00:26:10,280 --> 00:26:12,720 but there's no like research. 619 00:26:12,720 --> 00:26:13,560 Yeah. 620 00:26:13,560 --> 00:26:16,400 And I think that's a really good point honestly. 621 00:26:16,400 --> 00:26:19,400 You know, I think it's, 622 00:26:20,560 --> 00:26:21,800 let me try to formulate my words. 623 00:26:21,800 --> 00:26:25,720 Like when you explained the Gatorade actual, 624 00:26:25,720 --> 00:26:27,720 the first thing where it's like salt and sugar 625 00:26:27,720 --> 00:26:29,960 and lime juice with water, 626 00:26:29,960 --> 00:26:31,440 it's like, what the fuck does that, 627 00:26:31,440 --> 00:26:34,280 like I assumed there was like electrolytes 628 00:26:34,280 --> 00:26:36,040 and all of these nutrients, 629 00:26:36,040 --> 00:26:39,360 almost like the yogurt stuff that helps you. 630 00:26:39,360 --> 00:26:40,200 It's just salt. 631 00:26:40,200 --> 00:26:41,480 I thought there was packed with different things. 632 00:26:41,480 --> 00:26:44,960 It's just salt and sugar and water and flavoring. 633 00:26:44,960 --> 00:26:47,680 And I'm like, yeah, they told, I totally bought into that. 634 00:26:47,680 --> 00:26:49,480 So I think you're right. 635 00:26:49,480 --> 00:26:52,520 It's kind of, it brings me back to our Got Milk campaign 636 00:26:52,520 --> 00:26:56,120 where it's like, you can only get this calcium from milk 637 00:26:56,120 --> 00:26:58,440 and really a tablespoon of basil 638 00:26:58,440 --> 00:27:01,280 can give you more calcium than milk gives. 639 00:27:01,280 --> 00:27:04,760 And they just framed it so well where it's like, 640 00:27:04,760 --> 00:27:06,040 oh my God, am I gonna die? 641 00:27:06,040 --> 00:27:10,960 Are my bones gonna crumble to dust if I don't have calcium? 642 00:27:10,960 --> 00:27:11,880 Cause that's what they kind of, 643 00:27:11,880 --> 00:27:13,840 they put, they instilled that fear into you. 644 00:27:13,840 --> 00:27:17,160 And maybe Gatorade is not instilling fear, 645 00:27:17,160 --> 00:27:19,240 but it is kind of like, you need electrolytes, 646 00:27:19,240 --> 00:27:21,560 you need electrolytes and just like putting so much weight 647 00:27:21,560 --> 00:27:22,840 on this word electrolytes. 648 00:27:22,840 --> 00:27:24,320 And then when you really look at the formula, 649 00:27:24,320 --> 00:27:25,600 you're like, what are these electrolytes? 650 00:27:25,600 --> 00:27:26,440 Where are they? 651 00:27:26,440 --> 00:27:27,280 Where are the electrolytes? 652 00:27:27,280 --> 00:27:28,120 And you're like, oh, it's just salt. 653 00:27:28,120 --> 00:27:29,760 What is an electrolyte? 654 00:27:29,760 --> 00:27:30,600 I don't even know. 655 00:27:30,600 --> 00:27:32,120 What is an electrolyte? 656 00:27:32,120 --> 00:27:33,480 I don't even know. 657 00:27:33,480 --> 00:27:35,400 Like I just feel like I need them. 658 00:27:35,400 --> 00:27:36,920 I'm sweating out, I need them. 659 00:27:36,920 --> 00:27:37,760 I don't know. 660 00:27:37,760 --> 00:27:39,080 Totally, totally. 661 00:27:39,080 --> 00:27:40,360 As soon as I sweat, I'm like, 662 00:27:40,360 --> 00:27:42,680 I need to replenish my electrolytes. 663 00:27:42,680 --> 00:27:43,520 That is scary. 664 00:27:43,520 --> 00:27:44,680 That is scary. 665 00:27:45,520 --> 00:27:47,440 Now that we're like really talking about this, 666 00:27:47,440 --> 00:27:49,960 this is how scary our lives are. 667 00:27:49,960 --> 00:27:52,400 We have been so inundated with advertising 668 00:27:52,400 --> 00:27:55,120 that we take it as Bible. 669 00:27:55,120 --> 00:27:56,600 Yeah, yeah. 670 00:27:56,600 --> 00:27:59,200 We've been, the tables have turned, 671 00:27:59,200 --> 00:28:01,600 we've been exposing manipulation for so long 672 00:28:01,600 --> 00:28:02,440 and now we're like, oh fuck. 673 00:28:02,440 --> 00:28:04,280 We've been manipulating. 674 00:28:04,280 --> 00:28:05,760 Yeah, we've been manipulated. 675 00:28:05,760 --> 00:28:06,720 No, I think you're right. 676 00:28:06,720 --> 00:28:08,080 Like I have no idea. 677 00:28:08,080 --> 00:28:08,920 Now that we're done. 678 00:28:08,920 --> 00:28:11,640 And I'll wake up, like I'll go to a really hard workout class 679 00:28:11,640 --> 00:28:12,920 and I'll wake up the next morning, 680 00:28:12,920 --> 00:28:16,000 like feeling like shit and I'll credit it 681 00:28:16,000 --> 00:28:18,200 to me not drinking enough electrolytes. 682 00:28:18,200 --> 00:28:20,280 Like I'm like, I did not replenish my electrolytes 683 00:28:20,280 --> 00:28:22,040 last night after the class. 684 00:28:22,040 --> 00:28:27,040 Like it's crazy how inundated, brainwashed, 685 00:28:27,680 --> 00:28:30,000 we're sheep, Zach. 686 00:28:30,000 --> 00:28:30,840 All right. 687 00:28:30,840 --> 00:28:32,480 All for consumerism, you know. 688 00:28:32,480 --> 00:28:36,800 So just one last thing that they really leaned into 689 00:28:36,800 --> 00:28:39,720 was the differentiation from water, 690 00:28:39,720 --> 00:28:41,760 which is actually what we were just kind of riffing on 691 00:28:41,760 --> 00:28:43,600 and talking about, but Gatorade's marketing 692 00:28:43,600 --> 00:28:45,960 highlighted the benefits of its formulation 693 00:28:45,960 --> 00:28:47,960 compared to just drinking water, 694 00:28:47,960 --> 00:28:51,240 which actually in the 60s was a real thing 695 00:28:51,240 --> 00:28:52,920 for coaches of athletes. 696 00:28:52,920 --> 00:28:56,240 They said like water will give you nausea and cramps. 697 00:28:56,240 --> 00:28:58,840 I don't know this to be true, 698 00:28:58,840 --> 00:29:00,360 but that was even in the 60s. 699 00:29:00,360 --> 00:29:04,800 So Gatorade just kind of like leaned into this adage. 700 00:29:05,920 --> 00:29:08,120 I think there is maybe so. 701 00:29:08,120 --> 00:29:10,240 Yeah, yeah, I think I have no idea. 702 00:29:10,240 --> 00:29:11,760 That theory, theory. 703 00:29:11,760 --> 00:29:13,080 That theory. 704 00:29:13,080 --> 00:29:16,000 So I think that's fair, 705 00:29:16,000 --> 00:29:18,240 because like, you know, when you're training every day, 706 00:29:18,240 --> 00:29:19,920 you're drinking lots of fluids 707 00:29:19,920 --> 00:29:21,960 and maybe you can get more with less 708 00:29:21,960 --> 00:29:23,840 with like the Gatorade stuff, you know, 709 00:29:23,840 --> 00:29:26,080 like if it has that extra sugar and salt, 710 00:29:26,080 --> 00:29:28,560 like you can drink less of it 711 00:29:28,560 --> 00:29:30,720 because I think it's just the amount of fluids, right? 712 00:29:30,720 --> 00:29:33,280 Like if you get weighed down 713 00:29:33,280 --> 00:29:35,080 because you're chugging water. 714 00:29:35,080 --> 00:29:35,920 That's true. 715 00:29:35,920 --> 00:29:38,720 I mean, did you see that news story over the weekend 716 00:29:38,720 --> 00:29:43,200 where a mother died from drinking 60 ounces in 20 minutes, 717 00:29:43,200 --> 00:29:46,200 which actually doesn't seem like that much water to me. 718 00:29:46,200 --> 00:29:47,200 No, but like just, 719 00:29:47,200 --> 00:29:48,280 We don't need to get into that. 720 00:29:48,280 --> 00:29:49,560 Throw it down. 721 00:29:49,560 --> 00:29:50,480 Yeah, throw it down. 722 00:29:50,480 --> 00:29:53,360 But I think like that weighing down of like water 723 00:29:53,360 --> 00:29:55,560 because you're replenishing so much, 724 00:29:55,560 --> 00:29:56,760 that might have something, 725 00:29:56,760 --> 00:29:59,760 but I'm trying to give Gatorade the benefit of the doubt now. 726 00:29:59,760 --> 00:30:01,960 I'm a little salty about it. 727 00:30:01,960 --> 00:30:06,160 I have some electrolytes about Gatorade now. 728 00:30:06,160 --> 00:30:11,160 So we're in the 1970s now 729 00:30:11,200 --> 00:30:13,960 and I want to talk about the trademark 730 00:30:13,960 --> 00:30:16,640 and ownership discussion because this was a big one. 731 00:30:16,640 --> 00:30:20,480 And I just found like it seems obvious 732 00:30:20,480 --> 00:30:23,080 that there would be some disputes, 733 00:30:23,080 --> 00:30:24,720 but it's really interesting to me 734 00:30:24,720 --> 00:30:28,280 because I can't think of another product, 735 00:30:28,280 --> 00:30:32,600 a consumer product that has this type of trademark 736 00:30:32,600 --> 00:30:34,600 and ownership issues. 737 00:30:34,600 --> 00:30:36,560 So let me just get into it. 738 00:30:36,560 --> 00:30:39,640 The development of Gatorade was initiated 739 00:30:39,640 --> 00:30:43,840 with the support of a federal research grant. 740 00:30:43,840 --> 00:30:46,440 So the University of Florida, 741 00:30:46,440 --> 00:30:49,040 when it started having commercial success, 742 00:30:49,040 --> 00:30:51,040 obviously wanted a piece of the pie. 743 00:30:51,040 --> 00:30:54,560 And so it asserted its claim to ownership rights 744 00:30:54,560 --> 00:30:58,120 and they wanted to share the royalties generated by Gatorade. 745 00:30:58,120 --> 00:31:01,520 So there was a lot of disputes there. 746 00:31:01,520 --> 00:31:03,600 The university argued that its involvement 747 00:31:03,600 --> 00:31:05,840 in funding and facilitating the research 748 00:31:05,840 --> 00:31:09,040 gave it a stake in the product's commercial success. 749 00:31:09,040 --> 00:31:11,640 And of course, the researchers who worked on developing 750 00:31:11,640 --> 00:31:14,560 Gatorade also wanted a stake in that market. 751 00:31:15,760 --> 00:31:18,040 And they sought recognition and compensation 752 00:31:18,040 --> 00:31:20,280 for their efforts as well as the potential 753 00:31:20,280 --> 00:31:22,200 financial benefits. 754 00:31:22,200 --> 00:31:25,040 The ownership and royalty disputes were resolved 755 00:31:25,040 --> 00:31:28,000 through negotiations and legal agreements three years later. 756 00:31:28,000 --> 00:31:30,920 And in 1973, a settlement was reached 757 00:31:30,920 --> 00:31:33,120 allocating a portion of Gatorade's royalties 758 00:31:33,120 --> 00:31:35,600 to the University of Florida. 759 00:31:35,600 --> 00:31:39,320 The university was granted a 20% share of the royalties. 760 00:31:39,320 --> 00:31:41,160 20%? 761 00:31:43,000 --> 00:31:45,960 And as of my research, 762 00:31:45,960 --> 00:31:49,920 it is still collecting a 20% share. 763 00:31:49,920 --> 00:31:51,120 Wow. 764 00:31:51,120 --> 00:31:52,080 But get this. 765 00:31:53,200 --> 00:31:56,640 The last real concrete number I could find was, 766 00:31:56,640 --> 00:32:01,520 as of 2009, the university had received more than $150 million 767 00:32:01,520 --> 00:32:03,720 from its share of Gatorade royalties. 768 00:32:04,560 --> 00:32:06,640 That seems low. 769 00:32:06,640 --> 00:32:07,600 Thank you. 770 00:32:07,600 --> 00:32:08,440 Yes. 771 00:32:08,440 --> 00:32:13,200 I mean, from the 60s to the, what, 2009, 772 00:32:14,440 --> 00:32:18,440 100, I would think $150 million a year. 773 00:32:19,400 --> 00:32:21,680 Yeah, at the least, right? 774 00:32:21,680 --> 00:32:26,360 So I don't know if this number is just like very hard to find. 775 00:32:26,360 --> 00:32:31,360 Also, from somebody who does not participate 776 00:32:31,360 --> 00:32:35,800 in college sports, does not participate in sports at all. 777 00:32:40,160 --> 00:32:43,200 From the outside, I think I would have heard 778 00:32:43,200 --> 00:32:48,000 about University of Florida being a really wealthy college. 779 00:32:48,000 --> 00:32:50,240 Because again, from the outside, 780 00:32:50,240 --> 00:32:52,440 I hear about the University of Oregon, 781 00:32:56,120 --> 00:32:59,160 the University of Oregon being a really wealthy college 782 00:32:59,160 --> 00:33:02,400 and how they get the luxury of updating their new uniforms 783 00:33:02,400 --> 00:33:05,320 once a year because of Nike being there. 784 00:33:05,320 --> 00:33:07,520 But I don't hear about University of Florida. 785 00:33:09,280 --> 00:33:12,840 Yeah, I think it's because you're a West Coast person, 786 00:33:12,840 --> 00:33:13,680 Caitlin. 787 00:33:14,600 --> 00:33:18,400 I think, yeah, so Florida, it's always been big. 788 00:33:18,400 --> 00:33:21,560 I think I've been to the campus, it is gorgeous. 789 00:33:21,560 --> 00:33:26,120 It does give me, like they have very highly updated facilities 790 00:33:26,120 --> 00:33:27,200 like throughout it. 791 00:33:27,200 --> 00:33:29,120 And they're pretty big in college sports. 792 00:33:29,120 --> 00:33:31,320 I wouldn't say they're massive. 793 00:33:31,320 --> 00:33:34,840 University of Oregon is definitely a more prominent name 794 00:33:34,840 --> 00:33:37,360 in college sports than University of Florida, 795 00:33:37,360 --> 00:33:39,600 but the campus is really nice. 796 00:33:39,600 --> 00:33:44,600 I think they invest a lot in whatever facilities they want. 797 00:33:45,840 --> 00:33:47,360 Well, and I think now, 798 00:33:47,360 --> 00:33:49,440 this is my limited college sports knowledge, 799 00:33:49,440 --> 00:33:52,840 but I think now that you can pay college players, 800 00:33:52,840 --> 00:33:55,760 I wonder if we're gonna see the University of Florida 801 00:33:55,760 --> 00:34:00,760 becoming a bigger name in college sports. 802 00:34:02,640 --> 00:34:05,680 So the school can't pay the players, 803 00:34:05,680 --> 00:34:09,320 but they can take sponsorship deals. 804 00:34:09,320 --> 00:34:11,560 Right, okay, thanks for clarifying that. 805 00:34:11,560 --> 00:34:14,720 Yeah, so like, yeah, probably there's gonna be like, 806 00:34:14,720 --> 00:34:16,680 people go into like big colleges 807 00:34:16,680 --> 00:34:18,120 because it's University of Florida 808 00:34:18,120 --> 00:34:23,120 and you're gonna deal with whatever local campus shop, 809 00:34:23,480 --> 00:34:25,400 sandwich shop or whatever to be like, hey, 810 00:34:25,400 --> 00:34:27,000 well, no, I'm thinking Gatorade. 811 00:34:28,080 --> 00:34:31,040 You think Gatorade's going to sponsor? 812 00:34:31,040 --> 00:34:33,360 I don't think they're gonna go into college athletes, 813 00:34:33,360 --> 00:34:35,880 unless there's like a big college athlete, 814 00:34:35,880 --> 00:34:40,880 unless it's like a super big, super popular college athlete. 815 00:34:41,240 --> 00:34:43,120 I don't think they're gonna dabble in that. 816 00:34:43,120 --> 00:34:44,800 I mean, when you're working with like the likes 817 00:34:44,800 --> 00:34:47,080 of like LeBron James and- 818 00:34:47,080 --> 00:34:48,480 Totally, good point. 819 00:34:48,480 --> 00:34:51,800 And like these big name pro players like- 820 00:34:51,800 --> 00:34:53,800 Good point, good point, good point. 821 00:34:53,800 --> 00:34:58,080 I am like speaking way outside of my realm here. 822 00:34:59,040 --> 00:34:59,880 So I'm gonna backtrack. 823 00:34:59,880 --> 00:35:01,120 I'm just theorizing too. 824 00:35:01,120 --> 00:35:03,120 No, I'm just theorizing too. 825 00:35:03,120 --> 00:35:06,680 Cause like there's this LSU gymnast, she's a gymnast, 826 00:35:06,680 --> 00:35:10,840 college gymnast, $4.5 million in endorsement deals last year. 827 00:35:10,840 --> 00:35:12,160 Is she the blonde girl? 828 00:35:13,200 --> 00:35:14,460 Yeah, I think so. 829 00:35:15,360 --> 00:35:17,080 You know who I'm talking about, right? 830 00:35:17,080 --> 00:35:19,000 So Gatorade might dabble in that 831 00:35:19,000 --> 00:35:21,600 because there's such a big following, you know, 832 00:35:21,600 --> 00:35:24,640 and like be like, hey, we can sponsor this gymnast, 833 00:35:24,640 --> 00:35:28,160 but I don't think there are ones like that. 834 00:35:28,160 --> 00:35:29,080 So where was that? 835 00:35:29,080 --> 00:35:32,600 I was, so they resolved the disputes, Gatorade, 836 00:35:32,600 --> 00:35:36,040 sorry, University of Florida now gets 20% of the royalties. 837 00:35:36,040 --> 00:35:38,920 And of course I was curious if Dr. Kade 838 00:35:38,920 --> 00:35:41,160 got any of those royalties and Dr. Kade 839 00:35:41,160 --> 00:35:45,520 and his team did get some of those royalties from whatever. 840 00:35:45,520 --> 00:35:49,640 Like the number is really, really not disclosed anywhere. 841 00:35:49,640 --> 00:35:53,400 So I went to my favorite chat GPT and said, 842 00:35:53,400 --> 00:35:55,080 is Dr. Kade rich? 843 00:35:55,080 --> 00:35:59,640 And they said, no, he's not rich. 844 00:35:59,640 --> 00:36:02,240 So I think like, I mean, if you think about it, 845 00:36:02,240 --> 00:36:07,240 $150 million over the course of four years is... 846 00:36:10,920 --> 00:36:13,520 And he only gets a little piece of the pie. 847 00:36:13,520 --> 00:36:15,360 Like it's kind of like those royalty checks 848 00:36:15,360 --> 00:36:17,720 that actors are showing, you know, 849 00:36:17,720 --> 00:36:21,080 like $0.39 from, yeah. 850 00:36:21,080 --> 00:36:22,920 But my question to you is, 851 00:36:22,920 --> 00:36:24,320 and I don't know if you'll have the answer, 852 00:36:24,320 --> 00:36:28,920 but like, didn't the beverage company buy the rights to it? 853 00:36:28,920 --> 00:36:32,560 Like, didn't they get compensated for the rights to use it? 854 00:36:32,560 --> 00:36:34,560 So why are they coming back and saying, 855 00:36:34,560 --> 00:36:37,000 oh, now you're making lots of money. 856 00:36:37,000 --> 00:36:37,840 I want a piece of this. 857 00:36:37,840 --> 00:36:38,680 No, I agree. 858 00:36:38,680 --> 00:36:41,440 Oh, you sold me the rights, I bought it, you know? 859 00:36:41,440 --> 00:36:43,760 Like that's what I would say. 860 00:36:43,760 --> 00:36:46,680 It makes the University of Florida look thirsty 861 00:36:46,680 --> 00:36:50,120 and it makes Dr. K look thirsty, I know. 862 00:36:50,120 --> 00:36:50,960 Oh! 863 00:36:51,960 --> 00:36:53,480 It's an electrolytes University of Florida. 864 00:36:53,480 --> 00:36:56,120 Because yeah, like they wouldn't get in, obviously. 865 00:36:56,120 --> 00:36:58,000 I mean, this is really just so obvious, 866 00:36:58,000 --> 00:36:59,880 but they wouldn't give a shit. 867 00:36:59,880 --> 00:37:03,760 Had Gatorade just been a regular product on the shelves 868 00:37:03,760 --> 00:37:08,760 of whatever small town SVC came from. 869 00:37:09,000 --> 00:37:10,320 Yeah, I agree. 870 00:37:10,320 --> 00:37:13,720 Like that just seems, I feel like maybe the SVC company 871 00:37:13,720 --> 00:37:16,840 didn't do their homework enough to like secure the rights. 872 00:37:16,840 --> 00:37:17,680 Right? 873 00:37:17,680 --> 00:37:18,960 Like maybe there was some wiggle room 874 00:37:18,960 --> 00:37:21,160 because clearly Florida won, but it's like. 875 00:37:21,160 --> 00:37:22,880 Well, let's get into that. 876 00:37:22,880 --> 00:37:27,880 So in the 80s, the SVC actually faced financial challenges 877 00:37:29,080 --> 00:37:31,920 which is a little shocking considering they just took 878 00:37:31,920 --> 00:37:35,240 on Gatorade and that led to its acquisition 879 00:37:35,240 --> 00:37:40,240 by Quaker Oats Company in 1983 for $220 million. 880 00:37:40,240 --> 00:37:45,240 Which obviously this acquisition really marked 881 00:37:45,600 --> 00:37:50,600 a pivotal turn in Gatorade because now they have access 882 00:37:51,520 --> 00:37:54,600 to their extensive distribution and network 883 00:37:54,600 --> 00:37:58,240 and resources and marketing teams 884 00:37:58,240 --> 00:37:59,640 and the financial backing. 885 00:37:59,640 --> 00:38:01,280 All the oatmeal, all the oatmeal 886 00:38:01,280 --> 00:38:03,000 their little bellies can handle. 887 00:38:06,440 --> 00:38:09,920 So from there in the 80s, that's when Gatorade's distribution, 888 00:38:09,920 --> 00:38:11,400 they really focused on distribution 889 00:38:11,400 --> 00:38:13,040 and they started selling overseas. 890 00:38:13,040 --> 00:38:15,840 So it ventured into Canada, then regions of Asia, 891 00:38:15,840 --> 00:38:19,760 then South America, then Europe and then Australia. 892 00:38:19,760 --> 00:38:23,040 And then they started introducing various flavors 893 00:38:23,040 --> 00:38:25,840 including blueberry, pineapple and others 894 00:38:25,840 --> 00:38:28,240 which I have never run into a pineapple Gatorade 895 00:38:28,240 --> 00:38:30,000 but I need to. 896 00:38:30,000 --> 00:38:31,400 Pineapple's one of my favorite. 897 00:38:31,400 --> 00:38:32,240 I feel like that. 898 00:38:32,240 --> 00:38:33,320 Really? 899 00:38:33,320 --> 00:38:34,160 Yeah. 900 00:38:34,160 --> 00:38:35,040 I love pineapple. 901 00:38:35,040 --> 00:38:36,440 Who doesn't love pineapple? 902 00:38:36,440 --> 00:38:37,280 It's the best fruit. 903 00:38:37,280 --> 00:38:38,520 I love eating a pineapple. 904 00:38:38,520 --> 00:38:39,840 I love eating pineapple. 905 00:38:39,840 --> 00:38:40,960 I would say. 906 00:38:40,960 --> 00:38:42,560 And the juice though. 907 00:38:42,560 --> 00:38:43,400 Yeah. 908 00:38:43,400 --> 00:38:44,240 Oh, come on. 909 00:38:44,240 --> 00:38:45,080 Yeah. 910 00:38:45,080 --> 00:38:46,960 You need to go to a store and get a can of pineapple 911 00:38:46,960 --> 00:38:48,480 and drink the juice. 912 00:38:50,160 --> 00:38:51,840 Out of the can? 913 00:38:51,840 --> 00:38:52,680 Yeah. 914 00:38:52,680 --> 00:38:53,520 That's where you get it. 915 00:38:53,520 --> 00:38:54,360 That's where you get the juice. 916 00:38:54,360 --> 00:38:55,200 I can't judge too much. 917 00:38:55,200 --> 00:38:56,040 Unless you have a juice. 918 00:38:56,040 --> 00:38:57,200 I do that with like pickle jar. 919 00:38:57,200 --> 00:38:59,080 It's like the pickle brown. 920 00:38:59,080 --> 00:38:59,920 Yeah. 921 00:38:59,920 --> 00:39:00,760 Just like, yeah, so good. 922 00:39:00,760 --> 00:39:01,600 So good. 923 00:39:01,600 --> 00:39:02,440 Okay. 924 00:39:02,440 --> 00:39:03,280 Okay. 925 00:39:03,280 --> 00:39:04,120 I backtrack on that. 926 00:39:05,520 --> 00:39:09,200 So then, 927 00:39:09,200 --> 00:39:11,000 so now we're at, in the 90s, 928 00:39:11,000 --> 00:39:12,840 they distributed to Australia. 929 00:39:12,840 --> 00:39:17,040 And then they came up with the Michael Jordan B like 930 00:39:17,040 --> 00:39:18,120 Mike campaign. 931 00:39:18,120 --> 00:39:20,320 And we're gonna watch that commercial. 932 00:39:20,320 --> 00:39:21,680 So. 933 00:39:21,680 --> 00:39:22,520 Classic. 934 00:39:22,520 --> 00:39:23,920 I'm gonna pause. 935 00:39:24,920 --> 00:39:28,240 And because we're trying to start a YouTube channel, 936 00:39:28,240 --> 00:39:33,240 I'm going to share my screen so viewers at home can see. 937 00:39:33,520 --> 00:39:34,360 Shout out to YouTube. 938 00:39:34,360 --> 00:39:36,440 I'm manipulating the masses podcast. 939 00:39:36,440 --> 00:39:38,960 Look it up, follow, do everything. 940 00:39:38,960 --> 00:39:42,160 But don't do that yet because we haven't gotten anything up. 941 00:39:43,600 --> 00:39:44,440 Have we? 942 00:39:45,280 --> 00:39:46,120 Yeah. 943 00:39:46,120 --> 00:39:46,960 We have one video right now. 944 00:39:46,960 --> 00:39:47,800 Do we? 945 00:39:47,800 --> 00:39:48,640 Really? 946 00:39:48,640 --> 00:39:49,480 Yeah. 947 00:39:49,480 --> 00:39:50,320 Well done. 948 00:39:50,320 --> 00:39:51,160 Yeah. 949 00:39:51,160 --> 00:39:52,000 Thank you. 950 00:39:52,000 --> 00:39:54,840 Like we said, we're running a business doing a hour long 951 00:39:54,840 --> 00:39:59,840 video editing session is not an easy task. 952 00:40:03,320 --> 00:40:07,840 And I'm gonna, can you hear my screen? 953 00:40:07,840 --> 00:40:10,120 Okay. So now I'm sharing. 954 00:40:10,120 --> 00:40:11,040 Can you hear it? 955 00:40:12,240 --> 00:40:17,240 Yeah. This does not look like the Michael Jordan commercial. 956 00:40:17,280 --> 00:40:18,680 Commercial for the commercial. 957 00:40:18,680 --> 00:40:19,680 Oh, it's the ad. 958 00:40:19,680 --> 00:40:21,520 It's the ad. 959 00:40:21,520 --> 00:40:22,480 Christ. 960 00:40:22,480 --> 00:40:23,320 Are you new? 961 00:40:25,320 --> 00:40:27,360 I thought you had a Q-Dub. 962 00:40:28,840 --> 00:40:30,920 I did have a Q-Dub, but you know, 963 00:40:30,920 --> 00:40:33,320 you know YouTube does its things and it resets. 964 00:40:33,320 --> 00:40:34,160 Okay. Ready? 965 00:40:34,160 --> 00:40:36,200 Okay. Okay. Let's talk about your algorithm though. 966 00:40:36,200 --> 00:40:40,800 What do you got? What's the ad for improve your videos fast? 967 00:40:40,800 --> 00:40:41,760 Look at you, Caitlin. 968 00:40:41,760 --> 00:41:06,760 I'm so curious what you get served on your ad. 969 00:41:41,760 --> 00:41:47,160 Be like Mike. 970 00:41:47,160 --> 00:41:49,920 Drink Gatorade. 971 00:41:49,920 --> 00:41:51,640 Drink Gatorade. 972 00:41:51,640 --> 00:41:54,440 I did notice in their packaging, 973 00:41:54,440 --> 00:41:56,360 are they glass bottles at this time? 974 00:41:56,360 --> 00:41:57,200 Are they like? 975 00:41:57,200 --> 00:41:58,280 I know, I noticed that too. 976 00:41:58,280 --> 00:41:59,120 Yeah. 977 00:41:59,120 --> 00:41:59,960 Yeah. 978 00:41:59,960 --> 00:42:03,680 Huh. That seems a lot more eco-friendly than the plastic 979 00:42:03,680 --> 00:42:05,080 shit that they have now. 980 00:42:05,080 --> 00:42:07,240 That everyone has. 981 00:42:07,240 --> 00:42:09,080 What are your thoughts about it? 982 00:42:09,080 --> 00:42:12,160 Being a not. 983 00:42:12,160 --> 00:42:13,200 I love it. 984 00:42:13,200 --> 00:42:15,360 I think it has a catchy jingle. 985 00:42:15,360 --> 00:42:18,440 It has everything that a good marketing campaign should. 986 00:42:18,440 --> 00:42:20,440 It has celebrity endorsement. 987 00:42:20,440 --> 00:42:22,360 It has inspiration. 988 00:42:22,360 --> 00:42:24,160 It has a catchy jingle. 989 00:42:24,160 --> 00:42:28,280 I don't know about the be like Mike drink Gatorade phrase. 990 00:42:28,280 --> 00:42:30,080 Like I think be like Mike. 991 00:42:30,080 --> 00:42:32,080 I mean, obviously it's kind of legendary, right? 992 00:42:32,080 --> 00:42:34,960 You know the campaign be like Mike. 993 00:42:34,960 --> 00:42:36,960 Did you know the song? 994 00:42:36,960 --> 00:42:38,360 Oh yeah. I was a, I was a, 995 00:42:38,360 --> 00:42:39,920 I grew up a Chicago Bulls fan. 996 00:42:39,920 --> 00:42:44,560 So yep. I'm very familiar with that. 997 00:42:44,560 --> 00:42:46,120 Okay. Yeah. 998 00:42:46,120 --> 00:42:47,080 So I loved it. 999 00:42:47,080 --> 00:42:48,280 I thought it was inspirational. 1000 00:42:48,280 --> 00:42:50,240 And you know, you have kids in the mix. 1001 00:42:50,240 --> 00:42:51,840 People love a good kid. 1002 00:42:54,040 --> 00:42:54,880 Crazy. 1003 00:42:54,880 --> 00:42:55,720 What do you think? 1004 00:42:55,720 --> 00:42:56,560 No. 1005 00:42:56,560 --> 00:42:58,960 I think it's a terrific commercial too. 1006 00:42:58,960 --> 00:43:02,000 I think what they did well is what we've been, 1007 00:43:02,000 --> 00:43:03,120 as far as the imagery goes, 1008 00:43:03,120 --> 00:43:04,680 is what we've been talking about 1009 00:43:04,680 --> 00:43:09,000 where it intercuts with him making classic shots, 1010 00:43:09,000 --> 00:43:10,560 you know, winning games. 1011 00:43:10,560 --> 00:43:14,080 Like that is kind of the undercurrent of it. 1012 00:43:14,080 --> 00:43:16,440 But what I do love about this commercial specifically 1013 00:43:16,440 --> 00:43:18,840 is there are a few shots of him just like, 1014 00:43:18,840 --> 00:43:21,360 he misses the ball and it hits his head, you know? 1015 00:43:21,360 --> 00:43:22,960 And he's like laughing, right? 1016 00:43:22,960 --> 00:43:27,080 He's not like this infallible like super human being. 1017 00:43:27,080 --> 00:43:29,440 He, they make him really approachable 1018 00:43:29,440 --> 00:43:31,080 and like fun to be around. 1019 00:43:31,080 --> 00:43:33,400 He's like playing with kids and like tipping the ball up. 1020 00:43:33,400 --> 00:43:37,200 And so be like Mike seems attainable, right? 1021 00:43:37,200 --> 00:43:40,480 I just, that's what they did really well is like, 1022 00:43:40,480 --> 00:43:44,240 it's not like be like this illustrious world champion athlete. 1023 00:43:44,240 --> 00:43:47,240 Just be like Mike, anybody can do that. 1024 00:43:47,240 --> 00:43:49,960 So Drink Gatorade, that's the first step. 1025 00:43:49,960 --> 00:43:51,320 I like that. 1026 00:43:51,320 --> 00:43:54,960 And you talked about like him, they splice. 1027 00:43:54,960 --> 00:43:56,600 They do a good job of splicing 1028 00:43:56,600 --> 00:44:01,600 between him acting really goofy on the playground with kids 1029 00:44:01,600 --> 00:44:03,520 where it's like, oh, that's really achievable. 1030 00:44:03,520 --> 00:44:05,960 That's, he's in my backyard. 1031 00:44:05,960 --> 00:44:10,960 And then him on the NBA courts, just sinking baskets. 1032 00:44:13,080 --> 00:44:14,760 Just throw in touchdowns. 1033 00:44:16,640 --> 00:44:20,760 And I did, so they have to be like Mike's slogan, 1034 00:44:20,760 --> 00:44:23,760 but on their bottles it says thirst quencher. 1035 00:44:23,760 --> 00:44:26,080 And like, I thought about that too. 1036 00:44:26,080 --> 00:44:28,680 I was like, what a good, but like a quench. 1037 00:44:28,680 --> 00:44:32,000 Like what a good word to use for a sports drink. 1038 00:44:32,000 --> 00:44:36,040 Like it's not just like it cures it, it's like it quenches it. 1039 00:44:36,040 --> 00:44:38,200 Like what a weird word. 1040 00:44:38,200 --> 00:44:41,000 You say that so aggressively. 1041 00:44:41,000 --> 00:44:42,120 How else do you say it? 1042 00:44:42,120 --> 00:44:44,400 Try to say quench not aggressively. 1043 00:44:44,400 --> 00:44:45,480 And it sounds weird. 1044 00:44:46,680 --> 00:44:47,520 I know. 1045 00:44:47,520 --> 00:44:50,000 And actually in my research, I did come across 1046 00:44:50,000 --> 00:44:52,600 like that was technically their first campaign 1047 00:44:52,600 --> 00:44:54,200 was thirst quencher. 1048 00:44:55,680 --> 00:44:57,920 But there just wasn't really anything interesting 1049 00:44:57,920 --> 00:45:01,600 to talk about it besides the word quench apparently. 1050 00:45:01,600 --> 00:45:02,960 Quench. 1051 00:45:02,960 --> 00:45:06,480 Okay, let's go into a campaign they ran in the 2000s. 1052 00:45:06,480 --> 00:45:08,280 It's called, is it in you? 1053 00:45:08,280 --> 00:45:10,160 Question mark. 1054 00:45:10,160 --> 00:45:13,240 And let's just get into it and we can discuss. 1055 00:45:13,240 --> 00:45:14,400 So pause. 1056 00:45:22,400 --> 00:45:23,240 Oh, I love that. 1057 00:45:23,240 --> 00:45:24,640 I love that shit. 1058 00:45:24,640 --> 00:45:29,640 Yeah, hold on. Yeah. 1059 00:45:29,640 --> 00:45:54,640 Oh God. 1060 00:45:59,640 --> 00:46:10,640 Oh, why do you say? 1061 00:46:10,640 --> 00:46:16,920 Oh, the imagery in that one is just rough for me. 1062 00:46:16,920 --> 00:46:17,760 Why? 1063 00:46:17,760 --> 00:46:21,160 I think it's showcasing the colors black and white 1064 00:46:21,160 --> 00:46:22,120 for those of you listening. 1065 00:46:22,120 --> 00:46:24,680 It's like black and white and then the sweat 1066 00:46:24,680 --> 00:46:28,120 or the things coming out of the people are colored 1067 00:46:28,120 --> 00:46:30,160 in Gatorade, which is fine. 1068 00:46:30,160 --> 00:46:32,600 Like they had a dude with like sweat marks down his back 1069 00:46:32,600 --> 00:46:33,440 that were purple. 1070 00:46:33,440 --> 00:46:36,680 That's like fix, but they have one where the dude 1071 00:46:36,680 --> 00:46:38,960 is crying green. 1072 00:46:38,960 --> 00:46:41,600 Like it's crying like acidic tears. 1073 00:46:41,600 --> 00:46:44,320 It's just, you gotta be very like one where it's cut 1074 00:46:44,320 --> 00:46:46,200 on his nose and his blood is blue. 1075 00:46:46,200 --> 00:46:50,400 Like dude, just like, I think it is. 1076 00:46:52,400 --> 00:46:53,240 No. 1077 00:46:53,240 --> 00:46:55,520 And plus being like a teenage boy at this time 1078 00:46:55,520 --> 00:46:56,920 where it's, is it in you? 1079 00:46:56,920 --> 00:47:01,840 Come on. Like that is just fodder for terrible, 1080 00:47:01,840 --> 00:47:04,560 terrible sexualized jokes. 1081 00:47:04,560 --> 00:47:05,400 I don't know. 1082 00:47:05,400 --> 00:47:06,240 Yeah. 1083 00:47:08,240 --> 00:47:12,320 So this imagery is, I thought it was pretty iconic 1084 00:47:12,320 --> 00:47:16,760 because this is the same imagery that they used to this day. 1085 00:47:16,760 --> 00:47:20,000 And to your point though, they did, they have dialed it down. 1086 00:47:20,000 --> 00:47:24,000 Like I don't think they have blood, blue blood anymore 1087 00:47:24,000 --> 00:47:25,040 or like tears. 1088 00:47:25,040 --> 00:47:27,680 Like it's strictly comes as sweat. 1089 00:47:29,480 --> 00:47:34,000 But I think that there is a lot of play on words here. 1090 00:47:34,000 --> 00:47:34,960 Is it in you? 1091 00:47:34,960 --> 00:47:39,520 The Gatorade is coming out as like power. 1092 00:47:39,520 --> 00:47:42,880 It's coming out in the form of your blood, sweat and tears. 1093 00:47:44,440 --> 00:47:46,760 I do like the intensity of it. 1094 00:47:46,760 --> 00:47:50,680 I personally do, but I don't know if it resonates 1095 00:47:50,680 --> 00:47:53,680 with everybody because we go from like this really happy 1096 00:47:53,680 --> 00:47:57,960 jingle with be like Mike, where it's like very inspiring. 1097 00:47:57,960 --> 00:48:02,320 You're really focusing on Michael Jordan and him being 1098 00:48:02,320 --> 00:48:07,320 a normal human being to this like athletes are gods. 1099 00:48:07,960 --> 00:48:10,040 And in order for you to be a God, 1100 00:48:10,040 --> 00:48:14,600 you must drink Gatorade kind of mental like aggression. 1101 00:48:14,600 --> 00:48:15,880 Yeah. Yeah. 1102 00:48:15,880 --> 00:48:19,320 I'd be, and I could look it up if you don't have it right off. 1103 00:48:19,320 --> 00:48:22,640 Do you know when Powerade was launched? 1104 00:48:22,640 --> 00:48:25,120 Like, no. 1105 00:48:25,120 --> 00:48:28,280 Cause I'm almost thinking like if that was the time. 1106 00:48:28,280 --> 00:48:32,360 Yeah. So they released Powerade in 1987, right? 1107 00:48:32,360 --> 00:48:34,000 And it started to grow to prominence. 1108 00:48:34,000 --> 00:48:37,320 So maybe I mean, by the, when the, when that be like Mike, 1109 00:48:37,320 --> 00:48:39,000 there was just no real competition 1110 00:48:39,000 --> 00:48:40,400 in the sports drink market. 1111 00:48:40,400 --> 00:48:42,600 Maybe they have to change it to be like, 1112 00:48:42,600 --> 00:48:45,520 be the powerful person because they're combating 1113 00:48:45,520 --> 00:48:48,440 against a growing competitor. 1114 00:48:48,440 --> 00:48:51,600 And they're like, we are the ultimate. 1115 00:48:51,600 --> 00:48:52,880 Yeah. 1116 00:48:52,880 --> 00:48:53,960 Yeah. 1117 00:48:53,960 --> 00:48:57,440 Well, I also, I think you might be right actually. 1118 00:48:57,440 --> 00:48:59,960 It's like for a long time they held the market. 1119 00:48:59,960 --> 00:49:01,840 There was, there was nobody else. 1120 00:49:01,840 --> 00:49:04,480 And I mean, right now they still hold the market. 1121 00:49:04,480 --> 00:49:05,320 Yeah. Yeah. 1122 00:49:05,320 --> 00:49:08,200 They essentially invented, they did. 1123 00:49:08,200 --> 00:49:11,200 They invented the sports drink market. 1124 00:49:11,200 --> 00:49:13,880 So I think that they really had a lot of room to be fun 1125 00:49:13,880 --> 00:49:15,760 and a lot of room to play around. 1126 00:49:15,760 --> 00:49:18,360 And they could have any athlete they wanted 1127 00:49:18,360 --> 00:49:21,200 because of all the endorsements they were getting 1128 00:49:21,200 --> 00:49:23,600 from the win, from the Gators. 1129 00:49:24,840 --> 00:49:25,920 And then yeah, you might be right. 1130 00:49:25,920 --> 00:49:27,880 They might focus to like, hey, we're better 1131 00:49:27,880 --> 00:49:30,640 than the other aid out there. 1132 00:49:30,640 --> 00:49:31,720 Yep. Yep. 1133 00:49:31,720 --> 00:49:32,760 Instead of. 1134 00:49:32,760 --> 00:49:37,760 So I want to go into what I consider a flop of a campaign. 1135 00:49:38,720 --> 00:49:40,520 It's called What's G? 1136 00:49:40,520 --> 00:49:43,000 And this came out in 2006. 1137 00:49:44,400 --> 00:49:46,400 And I'm going to play it just a second. 1138 00:49:48,280 --> 00:49:50,080 Oh, I love that shit. 1139 00:49:50,080 --> 00:49:51,560 What's G? 1140 00:49:51,560 --> 00:50:20,400 What's G? 1141 00:50:51,920 --> 00:50:52,400 Yeah. 1142 00:51:06,400 --> 00:51:07,240 One word. 1143 00:51:07,240 --> 00:51:09,560 Dear, one word. 1144 00:51:12,560 --> 00:51:13,520 Why? 1145 00:51:13,520 --> 00:51:15,520 First of all, do you recognize the narrator? 1146 00:51:16,440 --> 00:51:17,400 Yeah, Lil Wayne. 1147 00:51:17,400 --> 00:51:18,920 How do you, how do you miss that? 1148 00:51:18,920 --> 00:51:20,360 Yeah. How do you miss that voice? 1149 00:51:20,360 --> 00:51:23,800 But, and especially having him say like, what's G? 1150 00:51:23,800 --> 00:51:26,880 You know, like he references G a lot. 1151 00:51:27,720 --> 00:51:31,920 You know, that just felt like to put it plain. 1152 00:51:31,920 --> 00:51:32,760 To try hard. 1153 00:51:32,760 --> 00:51:34,160 For those of you listening at home. 1154 00:51:34,160 --> 00:51:35,000 Yeah. 1155 00:51:35,000 --> 00:51:38,560 The imagery of that was just like a scan 1156 00:51:38,560 --> 00:51:41,880 of all of these endorsements that they have, 1157 00:51:41,880 --> 00:51:45,320 like all of these famous athletes and people that they have. 1158 00:51:45,320 --> 00:51:48,120 And they're just like panning through all of them. 1159 00:51:48,120 --> 00:51:48,960 At one point. 1160 00:51:48,960 --> 00:51:49,800 Yeah. 1161 00:51:49,800 --> 00:51:51,520 And they just make a, make an appearance. 1162 00:51:51,520 --> 00:51:53,160 No, you have Derek Jeter. 1163 00:51:53,160 --> 00:51:54,320 You have the Jabalwakis. 1164 00:51:54,320 --> 00:51:55,960 I think you have Dwayne Wade. 1165 00:51:55,960 --> 00:51:57,000 You have Serena. 1166 00:51:57,000 --> 00:51:58,080 Muhammad Ali. 1167 00:51:58,080 --> 00:51:58,920 Muhammad Ali. 1168 00:51:58,920 --> 00:51:59,760 Yeah. 1169 00:51:59,760 --> 00:52:00,600 Candace Parker. 1170 00:52:00,600 --> 00:52:01,840 There was a lot of like big athletes, 1171 00:52:01,840 --> 00:52:05,240 but it just felt like, yeah, I think you're right. 1172 00:52:05,240 --> 00:52:06,320 That one was a flop. 1173 00:52:06,320 --> 00:52:09,080 It's cause that is more like, 1174 00:52:09,080 --> 00:52:10,960 here's all the people that use our drink. 1175 00:52:10,960 --> 00:52:12,960 Maybe it was just prior to the, 1176 00:52:12,960 --> 00:52:14,360 I think it works well to say, 1177 00:52:14,360 --> 00:52:16,200 here's the benefits you're going to get 1178 00:52:16,200 --> 00:52:17,200 from drinking Gatorade. 1179 00:52:17,200 --> 00:52:18,680 They're prior stuff. 1180 00:52:18,680 --> 00:52:23,120 Or rather than here's just all the people that we pay 1181 00:52:23,120 --> 00:52:25,600 to be in the commercial. 1182 00:52:25,600 --> 00:52:27,000 You know? 1183 00:52:27,000 --> 00:52:31,240 Well, not only that, it's a try hard. 1184 00:52:31,240 --> 00:52:34,720 It's like, hey, how can we make Gatorade cool? 1185 00:52:34,720 --> 00:52:35,560 Oh, I know. 1186 00:52:35,560 --> 00:52:37,600 Let's get Lil Wayne to narrate it. 1187 00:52:37,600 --> 00:52:39,480 It's like, at some point there. 1188 00:52:39,480 --> 00:52:40,640 So first of all, I actually, 1189 00:52:40,640 --> 00:52:43,080 there's an aspect of that campaign that I appreciate 1190 00:52:43,080 --> 00:52:45,760 because they are in another rendition. 1191 00:52:45,760 --> 00:52:48,000 They have like politicians and they have like, 1192 00:52:48,000 --> 00:52:49,960 you know, be the best that you can be. 1193 00:52:49,960 --> 00:52:52,680 It doesn't matter if you have, 1194 00:52:52,680 --> 00:52:54,440 why are you making that face? 1195 00:52:54,440 --> 00:52:55,960 They have politicians in there? 1196 00:52:55,960 --> 00:52:57,840 I think they have Warren Buffett in there. 1197 00:52:57,840 --> 00:52:59,880 They have like the president. 1198 00:52:59,880 --> 00:53:00,720 I don't know. 1199 00:53:00,720 --> 00:53:03,000 They have, it's not like a whole, 1200 00:53:04,000 --> 00:53:06,120 they're intertwined. 1201 00:53:08,280 --> 00:53:11,200 Where it's not like a whole lineup of athletes. 1202 00:53:11,200 --> 00:53:14,000 And so I appreciate that they're trying to expand 1203 00:53:14,000 --> 00:53:16,040 beyond the athlete demographic, 1204 00:53:16,040 --> 00:53:18,600 which I think it has been successful, 1205 00:53:18,600 --> 00:53:22,000 but this campaign particularly just felt like a try hard. 1206 00:53:22,000 --> 00:53:23,840 Also, like what's G? 1207 00:53:23,840 --> 00:53:25,240 Who the fuck cares? 1208 00:53:25,240 --> 00:53:27,000 Like nobody asked. 1209 00:53:27,000 --> 00:53:29,560 You don't need to explain yourself on what's G. 1210 00:53:29,560 --> 00:53:31,520 Like maybe if you didn't, 1211 00:53:31,520 --> 00:53:33,960 maybe if your name didn't resonate with us, 1212 00:53:33,960 --> 00:53:35,320 but it already resonates. 1213 00:53:35,320 --> 00:53:38,040 There's no reason to make that campaign. 1214 00:53:38,040 --> 00:53:39,640 You know, it's just, 1215 00:53:39,640 --> 00:53:42,880 and I think it also piggybacks off of the intensity 1216 00:53:42,880 --> 00:53:45,080 of the last campaign that we just saw, 1217 00:53:45,080 --> 00:53:46,920 where it's like so much, 1218 00:53:46,920 --> 00:53:51,000 like let's go back to something fun and inspirational. 1219 00:53:51,000 --> 00:53:54,760 So was this due to the fact that they stopped listing 1220 00:53:54,760 --> 00:53:56,320 Gatorade on their bottles 1221 00:53:56,320 --> 00:53:58,080 and they just started doing the G? 1222 00:53:58,080 --> 00:53:59,920 Was this like what triggered it? 1223 00:53:59,920 --> 00:54:00,840 Like just saying, 1224 00:54:00,840 --> 00:54:04,640 hey, we can now brand ourselves with just the G 1225 00:54:04,640 --> 00:54:07,840 without completely spelling out Gatorade, you know? 1226 00:54:07,840 --> 00:54:08,800 You might be right. 1227 00:54:08,800 --> 00:54:09,760 Yeah, yeah, yeah. 1228 00:54:09,760 --> 00:54:10,600 You might be right. 1229 00:54:10,600 --> 00:54:12,840 It could have been the foray. 1230 00:54:12,840 --> 00:54:14,360 But did we really need that? 1231 00:54:14,360 --> 00:54:15,720 Like I think we're smart. 1232 00:54:15,720 --> 00:54:18,480 Like don't, we're smart people. 1233 00:54:18,480 --> 00:54:19,720 We can make the jump, 1234 00:54:19,720 --> 00:54:24,720 the giant leap from Gatorade to G with the lightning bolt. 1235 00:54:24,960 --> 00:54:27,280 Yeah, I think that's another case of like marketing, 1236 00:54:27,280 --> 00:54:29,320 just being self-indulgent and being like, 1237 00:54:29,320 --> 00:54:31,360 oh, we're like gonna change the bottles. 1238 00:54:31,360 --> 00:54:34,160 We have to come up with a complete campaign 1239 00:54:34,160 --> 00:54:36,080 to back up that decision. 1240 00:54:36,080 --> 00:54:38,920 Yeah, it's self-indulgent, I think. 1241 00:54:38,920 --> 00:54:41,640 And if you are, like make it fun. 1242 00:54:41,640 --> 00:54:44,360 Just be like, hey, we got sick of saying Gatorade 1243 00:54:44,360 --> 00:54:47,440 or you know, whatever, like that this is a great example 1244 00:54:47,440 --> 00:54:51,080 of where creatives are taking themselves way too seriously. 1245 00:54:52,800 --> 00:54:53,640 Okay. 1246 00:54:54,600 --> 00:54:59,600 I also want to go over some legendary flops. 1247 00:54:59,960 --> 00:55:02,920 So, and this has to do with some marketing, 1248 00:55:02,920 --> 00:55:05,840 it has to do with some product expansion. 1249 00:55:05,840 --> 00:55:08,440 Can you write off the cuff, think of anything 1250 00:55:08,440 --> 00:55:10,800 that any product that Gatorade released 1251 00:55:10,800 --> 00:55:13,200 that just did not resonate with you? 1252 00:55:14,720 --> 00:55:19,720 Propel, Gatorade Propel is one that I don't really enjoy. 1253 00:55:20,480 --> 00:55:24,480 Okay, I think Propel is a separate brand. 1254 00:55:24,480 --> 00:55:28,600 I don't think it's not labeled Gatorade Propel, no. 1255 00:55:28,600 --> 00:55:29,440 Is it not? 1256 00:55:29,440 --> 00:55:30,280 It's like- 1257 00:55:30,280 --> 00:55:31,640 Because I actually like Propel. 1258 00:55:33,920 --> 00:55:35,440 It is Gatorade Propel. 1259 00:55:37,960 --> 00:55:40,480 But maybe, no, it did do an offshoot. 1260 00:55:40,480 --> 00:55:41,960 But it started with Gatorade. 1261 00:55:43,680 --> 00:55:45,440 Okay, so Propel, anything else? 1262 00:55:47,080 --> 00:55:47,920 Let me think. 1263 00:55:47,920 --> 00:55:49,000 I'm fishing. 1264 00:55:49,000 --> 00:55:52,240 They have those like gummy, chewy stuff now. 1265 00:55:52,240 --> 00:55:53,080 Yeah. 1266 00:55:53,080 --> 00:55:56,880 I don't, like that feels like a flop. 1267 00:55:58,040 --> 00:56:00,400 I don't know, because it's relatively new, 1268 00:56:00,400 --> 00:56:04,240 I don't know, but they've released Gatorade 1269 00:56:04,240 --> 00:56:06,560 pedialight stuff for hangovers. 1270 00:56:06,560 --> 00:56:08,480 Like they have like- 1271 00:56:08,480 --> 00:56:10,320 We know I actually really like those. 1272 00:56:10,320 --> 00:56:13,040 I love them because they're so salty. 1273 00:56:13,040 --> 00:56:15,120 I love salty things. 1274 00:56:15,120 --> 00:56:16,520 They are so salty. 1275 00:56:17,440 --> 00:56:18,440 No, I really like those. 1276 00:56:18,440 --> 00:56:20,640 I don't know how successful they are, but you're right. 1277 00:56:20,640 --> 00:56:21,840 I think it's a great move, 1278 00:56:21,840 --> 00:56:25,000 because like get drinking at Gatorade after a hangover, 1279 00:56:25,000 --> 00:56:26,720 like when you're hungover is like, boom, 1280 00:56:26,720 --> 00:56:30,160 like you're feeling better and just to do it for a specific, 1281 00:56:30,160 --> 00:56:33,920 like without a wink and a nod being like, hey, buy this. 1282 00:56:33,920 --> 00:56:35,640 You know, I think it's a good move. 1283 00:56:35,640 --> 00:56:38,520 Yeah, I think everyone associates electrolytes 1284 00:56:38,520 --> 00:56:41,200 with a hangover now. 1285 00:56:41,200 --> 00:56:42,360 There's like two markets. 1286 00:56:42,360 --> 00:56:44,480 It's you're an athlete or you're hungover. 1287 00:56:44,480 --> 00:56:45,520 Or you're hungover. 1288 00:56:45,520 --> 00:56:46,840 So yeah, they leaned into that. 1289 00:56:46,840 --> 00:56:49,240 What is an electrolyte that it takes out on both ends? 1290 00:56:49,240 --> 00:56:50,240 What is an electrolyte? 1291 00:56:50,240 --> 00:56:52,480 What does it do that when you drink too much 1292 00:56:52,480 --> 00:56:54,800 and you work too hard that you're losing electrolyte? 1293 00:56:54,800 --> 00:56:57,000 What is an electrolyte? 1294 00:56:57,000 --> 00:56:57,840 Get a sign. 1295 00:56:57,840 --> 00:57:00,000 It's a question of the century. 1296 00:57:00,000 --> 00:57:04,080 So this one was the G2. 1297 00:57:04,080 --> 00:57:07,920 Do you remember the G2 and G2 natural? 1298 00:57:07,920 --> 00:57:12,720 So Gatorade introduced G2 in 2007 as a lower calorie option 1299 00:57:12,720 --> 00:57:14,840 for health conscious consumers. 1300 00:57:14,840 --> 00:57:17,200 Well, the intention was to provide a healthy alternative. 1301 00:57:17,200 --> 00:57:21,360 G2 sales did not meet expectations. 1302 00:57:21,360 --> 00:57:23,520 And the market did not respond as favorably 1303 00:57:23,520 --> 00:57:26,080 to the taste and the formulation of G2. 1304 00:57:26,080 --> 00:57:29,120 And I think this is an example of them just kind of reaching 1305 00:57:29,120 --> 00:57:32,240 an audience that they're not really meant to reach. 1306 00:57:32,240 --> 00:57:34,920 They're meant to reach athletes. 1307 00:57:34,920 --> 00:57:37,440 Who are already health conscious? 1308 00:57:37,440 --> 00:57:39,040 What are you trying to do? 1309 00:57:39,040 --> 00:57:41,440 They're already health conscious people. 1310 00:57:41,440 --> 00:57:43,000 They work out every day. 1311 00:57:43,000 --> 00:57:45,880 What are you doing trying to get a lower calorie health 1312 00:57:45,880 --> 00:57:46,880 count? 1313 00:57:46,880 --> 00:57:48,520 What market are you trying to reach? 1314 00:57:48,520 --> 00:57:49,560 Here's the thing. 1315 00:57:49,560 --> 00:57:53,000 And here's what they did do well is Gatorade zeros, 1316 00:57:53,000 --> 00:57:56,760 where I personally don't like how sweet Gatorades are. 1317 00:57:56,760 --> 00:58:01,040 And Gatorade zeros take out all of those extra sugars. 1318 00:58:01,040 --> 00:58:04,280 And they tried to do something with G2 that was very similar. 1319 00:58:04,280 --> 00:58:07,320 But it's like, if you already have G0 or Gatorade zero, 1320 00:58:07,320 --> 00:58:11,280 and you already have Gatorade, why create a middle ground? 1321 00:58:11,280 --> 00:58:14,160 You're just creating gray area for everybody. 1322 00:58:14,160 --> 00:58:18,040 And then they did try to do G2 natural, which they just 1323 00:58:18,040 --> 00:58:20,680 infused with stevia. 1324 00:58:20,680 --> 00:58:22,360 Is it stevia or stevia? 1325 00:58:22,360 --> 00:58:23,000 No, it's stevia. 1326 00:58:23,000 --> 00:58:24,720 I'm going to call it stevia. 1327 00:58:24,720 --> 00:58:26,920 So just natural versions of sweetener 1328 00:58:26,920 --> 00:58:29,680 instead of the corn syrup that they've used. 1329 00:58:29,680 --> 00:58:34,600 So then tiger focused. 1330 00:58:34,600 --> 00:58:37,240 Do you remember this at all? 1331 00:58:37,240 --> 00:58:39,360 Like the golfer, like Tiger Woods? 1332 00:58:39,360 --> 00:58:40,680 Yeah, Tiger Woods. 1333 00:58:40,680 --> 00:58:42,360 Tiger Woods partnered up with Gatorade 1334 00:58:42,360 --> 00:58:44,640 to release Tiger Focus. 1335 00:58:44,640 --> 00:58:46,840 And if you don't remember it, and I don't remember it, 1336 00:58:46,840 --> 00:58:47,640 it was a flop. 1337 00:58:47,640 --> 00:58:51,560 Because this, Tiger was at the peak of his success. 1338 00:58:51,560 --> 00:58:53,880 And this was in the mid 2000s, Gatorade 1339 00:58:53,880 --> 00:58:56,560 launched a product called Tiger Focus, which was indoors. 1340 00:58:56,560 --> 00:58:57,920 Sorry, you can cut that out. 1341 00:58:57,920 --> 00:59:01,040 I just said that. 1342 00:59:01,040 --> 00:59:03,800 It was a product that was marketed 1343 00:59:03,800 --> 00:59:10,160 as a beverage that could improve mental focus and concentration. 1344 00:59:10,160 --> 00:59:13,080 But it received some criticism for potentially promoting 1345 00:59:13,080 --> 00:59:15,120 an unhealthy message by suggesting 1346 00:59:15,120 --> 00:59:17,880 that a beverage could replace the need for proper nutrition 1347 00:59:17,880 --> 00:59:18,760 and rest. 1348 00:59:18,760 --> 00:59:22,800 But also, I want to mention that the other backlash 1349 00:59:22,800 --> 00:59:26,000 was that Tiger had some serious personal issues 1350 00:59:26,000 --> 00:59:28,040 during the time of this release. 1351 00:59:28,040 --> 00:59:31,440 And they just marched forward with it. 1352 00:59:31,440 --> 00:59:33,760 And everybody at that time was like, 1353 00:59:33,760 --> 00:59:36,720 I don't know how I feel. 1354 00:59:36,720 --> 00:59:38,880 I don't know how I'm supposed to feel about Tiger Woods. 1355 00:59:38,880 --> 00:59:40,080 So obviously, I'm not buying this. 1356 00:59:40,080 --> 00:59:41,040 So yeah, there's so much. 1357 00:59:41,040 --> 00:59:41,520 Yeah. 1358 00:59:41,520 --> 00:59:44,360 And I do think that kind of stuff. 1359 00:59:44,360 --> 00:59:46,000 Maybe it was a little late to the game, 1360 00:59:46,000 --> 00:59:48,960 but that kind of stuff is counterculture 1361 00:59:48,960 --> 00:59:54,000 to fighting the mental toughness that's ingrained 1362 00:59:54,000 --> 00:59:57,720 in many young athletes. 1363 00:59:57,720 --> 00:59:59,600 When they're growing up playing sports, 1364 00:59:59,600 --> 01:00:02,080 they ingrained mental toughness. 1365 01:00:02,080 --> 01:00:04,000 Like, don't show emotion. 1366 01:00:04,000 --> 01:00:04,800 You know, totally. 1367 01:00:04,800 --> 01:00:05,360 Like any. 1368 01:00:05,360 --> 01:00:06,080 Don't quit. 1369 01:00:06,080 --> 01:00:10,240 And it leans into that kind of mentality. 1370 01:00:10,240 --> 01:00:12,720 And I think by the time that release, 1371 01:00:12,720 --> 01:00:15,880 that idea was fading, right? 1372 01:00:15,880 --> 01:00:19,360 So a drink to making mental. 1373 01:00:19,360 --> 01:00:25,040 Then they had an organic product called Gatorade Organic. 1374 01:00:25,040 --> 01:00:27,480 And I think I don't even need to discuss this one. 1375 01:00:27,480 --> 01:00:29,440 It's just reaching an audience that it doesn't 1376 01:00:29,440 --> 01:00:31,680 need to be reaching. 1377 01:00:31,680 --> 01:00:33,760 You don't need to be in Whole Foods. 1378 01:00:33,760 --> 01:00:34,280 You don't. 1379 01:00:34,280 --> 01:00:35,720 You're Gatorade. 1380 01:00:35,720 --> 01:00:36,120 Yeah. 1381 01:00:36,120 --> 01:00:37,880 And you have 80% of the market share. 1382 01:00:37,880 --> 01:00:38,560 What are you trying to do? 1383 01:00:38,560 --> 01:00:39,760 For sports drinks. 1384 01:00:39,760 --> 01:00:42,720 Like, don't go into water. 1385 01:00:42,720 --> 01:00:45,880 You've specifically positioned yourself against water. 1386 01:00:45,880 --> 01:00:48,440 So don't try to go into water. 1387 01:00:48,440 --> 01:00:51,880 My feeling is like the base train of Gatorade, 1388 01:00:51,880 --> 01:00:55,160 the marketing, is just like a locomotive just moving on 1389 01:00:55,160 --> 01:00:56,600 its own that the marketing team's like, 1390 01:00:56,600 --> 01:00:57,640 I don't want to be fired. 1391 01:00:57,640 --> 01:00:59,320 Like, let's come up with another product. 1392 01:00:59,320 --> 01:01:00,680 Let's run another campaign. 1393 01:01:00,680 --> 01:01:01,200 You know? 1394 01:01:01,200 --> 01:01:01,700 Yeah. 1395 01:01:01,700 --> 01:01:03,240 Whoever the ad agency is, is like, 1396 01:01:03,240 --> 01:01:04,520 we got to earn our keep. 1397 01:01:04,520 --> 01:01:07,520 Like, let's suggest a new product. 1398 01:01:07,520 --> 01:01:10,240 I think more of like their R&D team. 1399 01:01:10,240 --> 01:01:12,600 But I don't see this as unusual. 1400 01:01:12,600 --> 01:01:15,840 Like, every product that has successes 1401 01:01:15,840 --> 01:01:19,920 tries to create spin-off products 1402 01:01:19,920 --> 01:01:24,400 to capture a little bit of a different, you know, 1403 01:01:24,400 --> 01:01:27,280 to kind of claw at a different market. 1404 01:01:27,280 --> 01:01:29,680 So they're trying to get a piece of the organic market. 1405 01:01:29,680 --> 01:01:32,280 They're trying to get a piece of the low-calorie market. 1406 01:01:32,280 --> 01:01:34,200 I get it. 1407 01:01:34,200 --> 01:01:38,360 But I think this is just a great example 1408 01:01:38,360 --> 01:01:41,440 of why companies need to be really, really focused 1409 01:01:41,440 --> 01:01:45,480 in what their next move is and really intentional 1410 01:01:45,480 --> 01:01:49,200 with not losing their current audience. 1411 01:01:49,200 --> 01:01:50,680 Their athletes are not going to, 1412 01:01:50,680 --> 01:01:52,880 they don't want an organic product. 1413 01:01:52,880 --> 01:01:54,080 They don't. 1414 01:01:54,080 --> 01:01:55,600 They're happy with what they have. 1415 01:01:55,600 --> 01:01:58,960 Maybe just make it like extra electrolytes or something. 1416 01:01:58,960 --> 01:01:59,800 Gatorade extra. 1417 01:01:59,800 --> 01:02:00,800 Yeah. 1418 01:02:00,800 --> 01:02:02,000 Yeah, there you go. 1419 01:02:02,000 --> 01:02:04,160 Well, they came out with those gummies that are like packed. 1420 01:02:04,160 --> 01:02:05,000 I don't know. 1421 01:02:05,000 --> 01:02:06,920 Like, they're just trying. 1422 01:02:06,920 --> 01:02:10,720 I do get the feeling that they're just reaching right now. 1423 01:02:10,720 --> 01:02:12,600 Okay, so then after the organic, 1424 01:02:12,600 --> 01:02:15,760 they came out with this campaign in 2016. 1425 01:02:15,760 --> 01:02:19,320 I think it was 2016. 1426 01:02:19,320 --> 01:02:21,960 When was Cam Newton like a thing? 1427 01:02:22,880 --> 01:02:24,160 That's about the time. 1428 01:02:24,160 --> 01:02:25,000 Yeah. 1429 01:02:25,000 --> 01:02:25,840 2016? 1430 01:02:25,840 --> 01:02:27,560 The only thing, I block out 2016 1431 01:02:27,560 --> 01:02:29,000 because of the political election, 1432 01:02:29,000 --> 01:02:31,840 but yeah, it just feels like there was, 1433 01:02:32,800 --> 01:02:34,720 that was his time. 1434 01:02:34,720 --> 01:02:35,680 So, 1435 01:02:38,200 --> 01:02:43,200 I'm going to share my personal favorite campaign. 1436 01:02:43,840 --> 01:02:47,640 Is it, are you being facetious or you're flop? 1437 01:02:47,640 --> 01:02:49,640 For various reasons, it's my favorite. 1438 01:02:49,640 --> 01:02:53,120 So, I'll let you explain to me why it's my favorite. 1439 01:02:53,120 --> 01:02:54,280 All right. 1440 01:02:54,280 --> 01:02:58,620 2016. 1441 01:03:55,280 --> 01:04:00,000 Do you know what, you can see why? 1442 01:04:00,000 --> 01:04:01,040 That's a good one. 1443 01:04:01,040 --> 01:04:01,880 That's a good one. 1444 01:04:01,880 --> 01:04:04,120 And it leads to our conversation today, right? 1445 01:04:04,120 --> 01:04:07,840 Like, very, very funny. 1446 01:04:07,840 --> 01:04:08,680 It's funny. 1447 01:04:08,680 --> 01:04:10,360 I think that works a lot better. 1448 01:04:10,360 --> 01:04:12,760 But it's also isolating. 1449 01:04:12,760 --> 01:04:15,080 So, this campaign actually flopped 1450 01:04:15,080 --> 01:04:19,640 and had a lot of criticism because you have to sweat it 1451 01:04:19,640 --> 01:04:23,840 to get it is basically like nobody else can drink our 1452 01:04:23,840 --> 01:04:24,680 product. 1453 01:04:24,680 --> 01:04:28,760 So, what went from, I'm trying to capture a massive amount 1454 01:04:28,760 --> 01:04:33,480 of market appeal by going organic and low calorie 1455 01:04:33,480 --> 01:04:36,720 to basically like, fuck that, fuck those guys. 1456 01:04:36,720 --> 01:04:39,760 I'm going back to athletes and telling anybody 1457 01:04:39,760 --> 01:04:42,560 who doesn't even resemble an athlete 1458 01:04:42,560 --> 01:04:44,080 that they cannot drink my product. 1459 01:04:44,080 --> 01:04:46,520 Like, it's a little bit isolating. 1460 01:04:47,360 --> 01:04:49,400 I see where you're coming from, 1461 01:04:49,400 --> 01:04:53,600 but I'm also like, you know, that's just making fun of it. 1462 01:04:53,600 --> 01:04:55,920 Like, we all know Gatorade was a sports drink, 1463 01:04:55,920 --> 01:04:58,280 but we all know everybody gets it on a road trip 1464 01:04:58,280 --> 01:04:59,480 when you're just like chilling. 1465 01:04:59,480 --> 01:05:02,040 And like, it's, I think they were just trying 1466 01:05:02,040 --> 01:05:03,520 to talk to the authenticity of it, 1467 01:05:03,520 --> 01:05:05,800 but I see where you're coming from, you know? 1468 01:05:05,800 --> 01:05:08,720 I just thought it was funny because of how crude it is. 1469 01:05:08,720 --> 01:05:13,080 And the comments in the section were like, 1470 01:05:13,080 --> 01:05:15,280 this isn't real, this is fake. 1471 01:05:15,280 --> 01:05:17,560 Like, as if they thought that there was really 1472 01:05:17,560 --> 01:05:21,360 a live camp security footage of this person trying to buy. 1473 01:05:21,360 --> 01:05:23,160 Yeah, it was just like, 1474 01:05:23,160 --> 01:05:25,360 that's it, but that's the audience act. 1475 01:05:25,360 --> 01:05:27,760 Like, those are the people who are buying Gatorade. 1476 01:05:27,760 --> 01:05:32,760 So you really have to cater to people who will feel offended 1477 01:05:33,320 --> 01:05:36,320 because they didn't get a workout in today. 1478 01:05:36,320 --> 01:05:39,560 Okay, so moving right along, 1479 01:05:39,560 --> 01:05:41,320 not to make this podcast any longer 1480 01:05:41,320 --> 01:05:43,800 than it needs to be rebrand. 1481 01:05:43,800 --> 01:05:47,360 In 2010, it decided to do a rebrand 1482 01:05:47,360 --> 01:05:49,400 with a new logo and packaging 1483 01:05:49,400 --> 01:05:53,440 and the changes were met with backlash. 1484 01:05:53,440 --> 01:05:54,480 Really? 1485 01:05:54,480 --> 01:05:56,520 Yeah, and they just went back to it. 1486 01:05:56,520 --> 01:05:59,000 And I think, again, this is, 1487 01:05:59,000 --> 01:06:03,360 this is an example of the heritage of the brand 1488 01:06:03,360 --> 01:06:08,320 and people are going to feel personally connected to it. 1489 01:06:08,320 --> 01:06:10,760 So if you switch it up, it's kind of like, 1490 01:06:10,760 --> 01:06:14,280 oh, I have a great example of this actually. 1491 01:06:14,280 --> 01:06:17,160 In my ski town, Tahoe, 1492 01:06:17,160 --> 01:06:20,920 there's a huge resort called, 1493 01:06:20,920 --> 01:06:22,600 it was called Squaw Valley. 1494 01:06:23,720 --> 01:06:27,480 Squaw is a Native American term 1495 01:06:27,480 --> 01:06:32,360 and it actually has some derogatory meaning towards women. 1496 01:06:32,360 --> 01:06:37,040 And so, I mean, Squaw Valley has been in place. 1497 01:06:37,040 --> 01:06:38,920 They hosted the Olympics in the 60s. 1498 01:06:38,920 --> 01:06:41,160 Anyways, it's been in place forever. 1499 01:06:41,160 --> 01:06:43,200 I grew up there, all my friends grew up there. 1500 01:06:43,200 --> 01:06:46,240 This is the ski mountain to ski. 1501 01:06:46,240 --> 01:06:49,640 And they rebranded two years ago to Palisades. 1502 01:06:49,640 --> 01:06:54,640 And I have never seen backlash like this in my life. 1503 01:06:55,480 --> 01:06:57,320 There's people in that town 1504 01:06:57,320 --> 01:06:59,320 that wear T-shirts that said, 1505 01:06:59,320 --> 01:07:03,240 Squaw will always be Squaw or like, fuck Palisades 1506 01:07:03,240 --> 01:07:04,440 or whatever it is. 1507 01:07:04,440 --> 01:07:09,440 Like they have such intense control over the name Squaw 1508 01:07:11,080 --> 01:07:12,720 and over the brand Squaw. 1509 01:07:12,720 --> 01:07:16,000 They have such feelings of ownership over it 1510 01:07:16,000 --> 01:07:17,600 for some reason. 1511 01:07:17,600 --> 01:07:18,800 And I'm over here being like, 1512 01:07:18,800 --> 01:07:20,000 from a rebrand perspective, 1513 01:07:20,000 --> 01:07:21,600 they actually did a really great job. 1514 01:07:21,600 --> 01:07:24,920 Like it's a really fucking good logo and Palisades. 1515 01:07:26,440 --> 01:07:28,440 Who cares? 1516 01:07:28,440 --> 01:07:30,680 Just get on board with it and move on. 1517 01:07:30,680 --> 01:07:34,040 So the backlash that they faced was insane. 1518 01:07:34,040 --> 01:07:35,320 So back to Gatorade. 1519 01:07:35,320 --> 01:07:38,200 But here's my question to you as like the branding person. 1520 01:07:38,200 --> 01:07:40,200 No, here's my question for Gatorade too. 1521 01:07:40,200 --> 01:07:42,520 Like the Gatorade buckled and they were like, 1522 01:07:42,520 --> 01:07:44,720 all right, you guys don't like it, okay, we'll go back. 1523 01:07:44,720 --> 01:07:46,760 Right? At what point, 1524 01:07:47,760 --> 01:07:49,320 it doesn't matter what you change. 1525 01:07:49,320 --> 01:07:51,760 They make one update to Facebook and people are like, 1526 01:07:51,760 --> 01:07:52,600 oh, I don't like this. 1527 01:07:52,600 --> 01:07:53,440 I hate it. 1528 01:07:53,440 --> 01:07:55,840 Any change people are going to hate. 1529 01:07:55,840 --> 01:07:59,280 At what point do you just wait it out, bust through it? 1530 01:07:59,280 --> 01:08:01,800 Cause I guarantee you as far as your ski resort, 1531 01:08:01,800 --> 01:08:03,640 like in five years, those shirts will be on. 1532 01:08:03,640 --> 01:08:04,880 Nobody's going to be talking. 1533 01:08:04,880 --> 01:08:05,720 Yep. 1534 01:08:05,720 --> 01:08:07,680 Yeah, like you just gotta wait it out. 1535 01:08:07,680 --> 01:08:08,640 Like people will be like, 1536 01:08:08,640 --> 01:08:11,840 and then that audience just gets smaller and smaller 1537 01:08:11,840 --> 01:08:14,240 of the people being angry and you move on. 1538 01:08:14,240 --> 01:08:16,840 I completely agree with that. 1539 01:08:19,320 --> 01:08:22,600 Maybe where I see this as, 1540 01:08:22,600 --> 01:08:24,320 you talked about like the marketing team 1541 01:08:24,320 --> 01:08:25,640 and the advertising team being like, 1542 01:08:25,640 --> 01:08:27,600 fuck, we just need to come up with something else 1543 01:08:27,600 --> 01:08:30,280 because Gatorade's in the back doing so well. 1544 01:08:31,240 --> 01:08:33,600 Maybe let's try a rebrand. 1545 01:08:33,600 --> 01:08:37,080 So maybe that's the difference between a rebrand like Meta 1546 01:08:37,080 --> 01:08:40,720 where they're like, we're doing this with intent and purpose 1547 01:08:40,720 --> 01:08:44,400 because this is going to be the umbrella brand now. 1548 01:08:44,400 --> 01:08:45,800 And like this is just the way it is. 1549 01:08:45,800 --> 01:08:49,960 We need to make this pivot in order for the health 1550 01:08:49,960 --> 01:08:52,000 of the company versus Gatorade was like, 1551 01:08:52,000 --> 01:08:53,600 well, let's just try something to try it. 1552 01:08:53,600 --> 01:08:54,440 Maybe. 1553 01:08:54,440 --> 01:08:55,280 Yeah. 1554 01:08:55,280 --> 01:08:57,480 That's my theory. 1555 01:08:57,480 --> 01:09:01,640 Versus Twitter was just like, fuck it, today we're X. 1556 01:09:01,640 --> 01:09:02,480 Twitter. 1557 01:09:03,880 --> 01:09:07,400 High five with Twitter for the worst rebrand in history. 1558 01:09:07,400 --> 01:09:10,480 I just like, someone was like X 1559 01:09:10,480 --> 01:09:12,600 and they're like, yeah, let's draw an X 1560 01:09:12,600 --> 01:09:15,000 and everything is still tweet 1561 01:09:16,280 --> 01:09:18,280 or like just really happy. 1562 01:09:21,280 --> 01:09:22,120 Yeah. 1563 01:09:22,120 --> 01:09:24,160 I think maybe next week we're going to go into that 1564 01:09:24,160 --> 01:09:26,480 because now they're dropping, 1565 01:09:26,480 --> 01:09:28,920 they're Twitter's dropping in Google rankings. 1566 01:09:28,920 --> 01:09:29,880 Like you search Twitter 1567 01:09:29,880 --> 01:09:34,320 because they're going to just change their URL to X.com 1568 01:09:34,320 --> 01:09:35,160 or whatever. 1569 01:09:35,160 --> 01:09:39,720 Like they're now losing their own ranking 1570 01:09:39,720 --> 01:09:41,960 for their brand name, their former brand name. 1571 01:09:41,960 --> 01:09:43,240 Yeah, it's wild. 1572 01:09:43,240 --> 01:09:45,080 But that's one of the worst. 1573 01:09:45,080 --> 01:09:45,920 Oh yeah. 1574 01:09:45,920 --> 01:09:49,720 So I think at what point do you just judge through 1575 01:09:49,720 --> 01:09:51,800 at what point do you make the decision? 1576 01:09:51,800 --> 01:09:53,920 Like we've listened to you as a consumer base. 1577 01:09:53,920 --> 01:09:54,880 We're going to go back. 1578 01:09:54,880 --> 01:09:59,520 Like, do you as a brand admit failure and be like, 1579 01:09:59,520 --> 01:10:01,480 oh, we like you can frame it as like, 1580 01:10:01,480 --> 01:10:03,160 oh, we've heard your feedback. 1581 01:10:03,160 --> 01:10:04,720 We're going to go do this, 1582 01:10:04,720 --> 01:10:07,400 but otherwise just like ignore it in my opinion 1583 01:10:07,400 --> 01:10:08,840 and move on. 1584 01:10:08,840 --> 01:10:10,160 Like, I agree. 1585 01:10:10,160 --> 01:10:11,720 That's my, that's my, 1586 01:10:11,720 --> 01:10:14,560 if you had true intent with the rebrand 1587 01:10:14,560 --> 01:10:17,320 and you wanted to rebrand it for the health of the company, 1588 01:10:17,320 --> 01:10:19,680 then yeah, ignore the feedback you're getting. 1589 01:10:19,680 --> 01:10:23,520 People will get on board with it and it'll be fine. 1590 01:10:23,520 --> 01:10:24,720 They'll live another day. 1591 01:10:25,720 --> 01:10:30,720 For a brand, if it was a half baked idea, 1592 01:10:31,440 --> 01:10:34,360 then the brand should always admit ownership 1593 01:10:34,360 --> 01:10:36,920 or responsibility in my opinion. 1594 01:10:36,920 --> 01:10:40,280 So yeah, you can come out and be like, 1595 01:10:40,280 --> 01:10:43,080 oops, sorry, fucked up, going back. 1596 01:10:43,080 --> 01:10:44,040 I hear you. 1597 01:10:44,040 --> 01:10:45,000 That was a bad idea. 1598 01:10:45,000 --> 01:10:46,960 Don't know who it was. 1599 01:10:46,960 --> 01:10:49,720 Anyway, people just need to not take themselves so seriously. 1600 01:10:49,720 --> 01:10:52,440 It's just a rebrand for a sports drink, you guys. 1601 01:10:52,440 --> 01:10:53,760 Okay. 1602 01:10:53,760 --> 01:10:56,680 In 2022, they did come out with an energy drink, 1603 01:10:56,680 --> 01:10:58,840 which I don't remember at all. 1604 01:10:59,960 --> 01:11:01,960 I just, again, another market you don't, 1605 01:11:01,960 --> 01:11:05,520 you don't have to get into. 1606 01:11:05,520 --> 01:11:07,800 Unless it was like some sort of like, 1607 01:11:07,800 --> 01:11:10,960 maybe creatine pre-workout drink, 1608 01:11:10,960 --> 01:11:12,920 I could see them getting into. 1609 01:11:12,920 --> 01:11:14,320 Why haven't they done that? 1610 01:11:17,080 --> 01:11:19,720 And then finally, I didn't look much into this, 1611 01:11:19,720 --> 01:11:23,360 but they launched a digital platform called G-Active 1612 01:11:23,360 --> 01:11:25,640 and aimed at providing personalized training 1613 01:11:25,640 --> 01:11:27,040 and nutrition plans to athletes, 1614 01:11:27,040 --> 01:11:28,520 which I don't think is a bad idea. 1615 01:11:28,520 --> 01:11:32,160 I don't think that's a half bad idea, 1616 01:11:32,160 --> 01:11:35,920 but the platform offered video contact workouts 1617 01:11:35,920 --> 01:11:38,200 and hydration advice, which I'm sorry, 1618 01:11:38,200 --> 01:11:40,000 you don't need hydration advice, 1619 01:11:40,000 --> 01:11:41,440 but it struggled to gain traction 1620 01:11:41,440 --> 01:11:43,640 and compete with other established fitness and health apps. 1621 01:11:43,640 --> 01:11:46,280 So again, I just think this was like wrong time, 1622 01:11:46,280 --> 01:11:48,920 wrong place, Nike Fit already beat you to it, 1623 01:11:48,920 --> 01:11:51,720 like Peloton, you know, 1624 01:11:51,720 --> 01:11:53,800 all these things are already on the market 1625 01:11:53,800 --> 01:11:54,880 and you're just too late. 1626 01:11:54,880 --> 01:11:58,880 I think Gatorade could have done this 1627 01:11:58,880 --> 01:12:00,560 had they been first to market, 1628 01:12:00,560 --> 01:12:02,280 but Nike Fit was the first. 1629 01:12:02,280 --> 01:12:04,720 Nike Fit has been around forever. 1630 01:12:04,720 --> 01:12:08,280 So that's all I have. 1631 01:12:08,280 --> 01:12:12,720 I want to add another section into the podcast called, 1632 01:12:12,720 --> 01:12:14,880 Zach, what did we learn? 1633 01:12:17,560 --> 01:12:22,440 I learned quite a few things that I have, 1634 01:12:22,440 --> 01:12:24,680 first of all, I have no idea what electrolytes are. 1635 01:12:24,680 --> 01:12:26,560 I've learned that. 1636 01:12:26,560 --> 01:12:31,560 I did learn that Gatorade is still reaching 1637 01:12:31,920 --> 01:12:34,200 and feeling for some new markets, 1638 01:12:34,200 --> 01:12:39,040 even though they're dominating the sports drink market, 1639 01:12:39,040 --> 01:12:39,880 they're still looking for that. 1640 01:12:39,880 --> 01:12:41,040 And what's our analysis of that? 1641 01:12:41,040 --> 01:12:42,280 Like what's your opinion? 1642 01:12:42,280 --> 01:12:43,520 Stay in your lane. 1643 01:12:44,600 --> 01:12:48,800 Somewhat, I mean, here's my opinion of that, 1644 01:12:48,800 --> 01:12:52,160 is that they broke into the sports drink market. 1645 01:12:52,160 --> 01:12:55,520 They created it, which is why they're so successful. 1646 01:12:55,520 --> 01:12:59,200 It feels like they've lost that innovative touch 1647 01:12:59,200 --> 01:13:01,440 where they are breaking new ground. 1648 01:13:01,440 --> 01:13:03,120 It's like you said with the fitness app, 1649 01:13:03,120 --> 01:13:04,960 they were not first to market there. 1650 01:13:04,960 --> 01:13:06,200 They're not first to market 1651 01:13:06,200 --> 01:13:07,840 in the health conscious drink app. 1652 01:13:07,840 --> 01:13:11,080 They're not first to market in the energy drink market. 1653 01:13:11,080 --> 01:13:13,680 They're just trying to replicate 1654 01:13:13,680 --> 01:13:17,520 and they're, for me, relying too much on their brand name 1655 01:13:17,520 --> 01:13:19,640 to create new products rather than saying, 1656 01:13:19,640 --> 01:13:23,080 hey, there's some market available here 1657 01:13:23,080 --> 01:13:26,360 in the fitness realm that we can start to get into, right? 1658 01:13:27,560 --> 01:13:29,360 I think that's a big, 1659 01:13:29,360 --> 01:13:31,200 they've just kind of lost that innovative touch. 1660 01:13:31,200 --> 01:13:33,240 It's what happens when you get 80% market share. 1661 01:13:33,240 --> 01:13:35,200 You're just trying to either conserve that 1662 01:13:35,200 --> 01:13:37,040 or find new markets to get into. 1663 01:13:38,400 --> 01:13:39,880 Do you have an thought on that? 1664 01:13:39,880 --> 01:13:43,520 What were some successful marketing tactics 1665 01:13:43,520 --> 01:13:48,520 and what were some failures that we learned about? 1666 01:13:48,520 --> 01:13:52,560 I think a successful tactic is the underlying 1667 01:13:52,560 --> 01:13:55,000 scientific approach that Gatorade takes. 1668 01:13:55,000 --> 01:13:58,800 I think that is, I think that's successful, right? 1669 01:13:58,800 --> 01:14:03,800 We just trust that Gatorade is founded in a lab, right? 1670 01:14:03,800 --> 01:14:06,320 Like the scientists created Gatorade, right? 1671 01:14:06,320 --> 01:14:09,360 They made up the word electrolyte and we all went with it. 1672 01:14:09,360 --> 01:14:11,880 Yeah, like they, exactly. 1673 01:14:11,880 --> 01:14:14,560 And we're all like, yeah, I don't know what that is. 1674 01:14:14,560 --> 01:14:17,400 But they very much like founded it 1675 01:14:17,400 --> 01:14:19,120 in a lab, still made in a lab. 1676 01:14:19,120 --> 01:14:22,000 This is the drink to scientifically, 1677 01:14:22,000 --> 01:14:25,000 I think they do a successful thing with that. 1678 01:14:25,000 --> 01:14:29,000 Where I think they miss the mark unsuccessful is just, 1679 01:14:29,000 --> 01:14:31,240 and maybe this is the age of the influencer, 1680 01:14:31,240 --> 01:14:34,160 but they rely too much on endorsements now. 1681 01:14:34,160 --> 01:14:39,160 Like everybody knows that you're paying Muhammad Ali 1682 01:14:40,440 --> 01:14:42,960 to be there in your commercial. 1683 01:14:42,960 --> 01:14:46,000 The facade of being like Muhammad Ali, 1684 01:14:46,000 --> 01:14:50,240 Muhammad Ali who is going through a Parkinson's disease, 1685 01:14:50,240 --> 01:14:53,560 drinks Gatorade every day, that's what he is gone. 1686 01:14:53,560 --> 01:14:56,480 That is not there anymore. 1687 01:14:56,480 --> 01:14:57,960 So all of these endorsements, 1688 01:14:57,960 --> 01:15:02,360 I think are not gonna hit the same in the future. 1689 01:15:02,360 --> 01:15:03,200 Interesting. 1690 01:15:03,200 --> 01:15:04,280 I don't think we've relied too much on it. 1691 01:15:04,280 --> 01:15:08,080 Cause my feedback on the successful aspects of Gatorade 1692 01:15:08,080 --> 01:15:10,120 were get celebrity endorsements, 1693 01:15:10,120 --> 01:15:12,160 get somebody to stand behind you, 1694 01:15:12,160 --> 01:15:14,520 the scientific research for sure. 1695 01:15:14,520 --> 01:15:18,080 And then my third one was like really lean into your market, 1696 01:15:18,080 --> 01:15:20,400 find your market and stick with them. 1697 01:15:20,400 --> 01:15:23,040 And like give them what they want. 1698 01:15:23,040 --> 01:15:24,480 They don't want organic. 1699 01:15:24,480 --> 01:15:28,320 They don't want this gray area of a low calorie, 1700 01:15:28,320 --> 01:15:30,280 but not totally no calorie drink. 1701 01:15:30,280 --> 01:15:33,240 Like give them creatine, give them pre-workout, 1702 01:15:33,240 --> 01:15:34,720 give them all these things. 1703 01:15:37,360 --> 01:15:40,440 I just thought of another flop that I didn't mention was, 1704 01:15:40,440 --> 01:15:42,160 they had a three series Gatorade. 1705 01:15:42,160 --> 01:15:43,000 Do you remember this? 1706 01:15:43,000 --> 01:15:44,000 I remember it. 1707 01:15:44,000 --> 01:15:45,440 And you could buy it in stores. 1708 01:15:45,440 --> 01:15:46,280 It was three series. 1709 01:15:46,280 --> 01:15:48,280 It was step one, step two, step three. 1710 01:15:48,280 --> 01:15:50,400 Step one was before your workout. 1711 01:15:50,400 --> 01:15:51,920 Step two was during your workout. 1712 01:15:51,920 --> 01:15:53,920 And step three was after your workout. 1713 01:15:53,920 --> 01:15:58,000 Which was just chaos because you're going into a 7-Eleven 1714 01:15:58,000 --> 01:15:59,000 to buy a Gatorade. 1715 01:15:59,000 --> 01:16:01,880 And all of a sudden you're like, what the fuck? 1716 01:16:01,880 --> 01:16:04,240 Like which one do I buy? 1717 01:16:05,120 --> 01:16:07,680 And then you just resort back to just a regular Gatorade. 1718 01:16:07,680 --> 01:16:10,120 Like nobody is going into a 7-Eleven. 1719 01:16:10,120 --> 01:16:11,800 You have to think about where your products 1720 01:16:11,800 --> 01:16:12,920 are being sold to. 1721 01:16:12,920 --> 01:16:16,920 Like unless it's out of, even if you're out of gym, 1722 01:16:16,920 --> 01:16:19,400 you're not like, okay, I gotta take my step one. 1723 01:16:19,400 --> 01:16:24,240 Like you're choking down creatine powder in the car 1724 01:16:24,240 --> 01:16:27,560 before you do a step one Gatorade. 1725 01:16:27,560 --> 01:16:28,400 Just me? 1726 01:16:28,400 --> 01:16:29,240 No, okay. 1727 01:16:29,240 --> 01:16:30,080 That's you? 1728 01:16:30,080 --> 01:16:30,920 That's you? 1729 01:16:30,920 --> 01:16:31,760 You did? 1730 01:16:31,760 --> 01:16:32,960 You did that? 1731 01:16:32,960 --> 01:16:35,400 Your workouts were crazy. 1732 01:16:35,400 --> 01:16:36,720 They're very intense. 1733 01:16:36,720 --> 01:16:38,720 Yeah, they are. 1734 01:16:38,720 --> 01:16:39,560 They are. 1735 01:16:39,560 --> 01:16:41,160 You need some electrolytes. 1736 01:16:41,160 --> 01:16:42,000 I know. 1737 01:16:42,000 --> 01:16:43,480 So those are my three points. 1738 01:16:43,480 --> 01:16:45,160 And then I mean, I think the science, 1739 01:16:45,160 --> 01:16:47,640 like it's interesting that you say 1740 01:16:47,640 --> 01:16:50,360 that that was a successful piece of it. 1741 01:16:50,360 --> 01:16:52,760 I think in part I agree with you. 1742 01:16:52,760 --> 01:16:57,280 But I think now 2023, so many people rely on science 1743 01:16:57,280 --> 01:17:00,040 and so many people rely on these like stamps of approval 1744 01:17:00,040 --> 01:17:05,040 by USDA and organic and farm fresh. 1745 01:17:05,520 --> 01:17:07,160 And you're like, this doesn't mean anything 1746 01:17:07,160 --> 01:17:09,440 to anybody anymore. 1747 01:17:09,440 --> 01:17:11,040 So I don't know if it could be as successful 1748 01:17:11,040 --> 01:17:12,240 in this day and age. 1749 01:17:13,120 --> 01:17:16,360 It may be we're on the precipice of the downfall 1750 01:17:16,360 --> 01:17:19,000 of Gatorade too because both marketing tactics 1751 01:17:19,000 --> 01:17:21,080 that have worked in the past endorsements 1752 01:17:21,080 --> 01:17:24,680 and relation to science are maybe becoming 1753 01:17:24,680 --> 01:17:27,440 a little too muddied moving forward. 1754 01:17:27,440 --> 01:17:28,680 So where do you pivot? 1755 01:17:28,680 --> 01:17:30,280 How do you take out? 1756 01:17:30,280 --> 01:17:31,400 Good point. 1757 01:17:31,400 --> 01:17:33,640 And Gatorade's scrambling to be like, 1758 01:17:33,640 --> 01:17:36,400 well, we pivot by entering new markets 1759 01:17:36,400 --> 01:17:38,640 and we're not going to be able to do that. 1760 01:17:38,640 --> 01:17:41,400 So I think Gatorade has a heritage 1761 01:17:41,400 --> 01:17:45,400 and a name that people are not going to move away from. 1762 01:17:45,400 --> 01:17:49,200 I mean, my husband will like only drink Gatorade. 1763 01:17:49,200 --> 01:17:50,040 Really? 1764 01:17:50,040 --> 01:17:52,560 Yeah, I think Gatorade has a heritage 1765 01:17:52,560 --> 01:17:56,560 and a name that people are not going to move away from. 1766 01:17:56,560 --> 01:18:01,560 I mean, my husband will like only drink Gatorade. 1767 01:18:01,560 --> 01:18:05,240 Which I think is such a college boy thing to do. 1768 01:18:05,240 --> 01:18:06,560 It is, it is. 1769 01:18:06,560 --> 01:18:11,560 Yeah, like, but he still drinks Gatorade zeros 1770 01:18:11,560 --> 01:18:14,560 because we're adults and we don't like sugar. 1771 01:18:14,560 --> 01:18:17,560 But yeah, he still drinks those. 1772 01:18:17,560 --> 01:18:21,120 I mean, for me, like I'm thinking anecdotally 1773 01:18:21,120 --> 01:18:24,560 and I'm not playing high level, but like rec league, 1774 01:18:24,560 --> 01:18:26,120 different leagues that I'm in, 1775 01:18:26,120 --> 01:18:27,920 everybody brings their water bottle. 1776 01:18:27,920 --> 01:18:29,560 I mean, I'm not playing high level 1777 01:18:29,560 --> 01:18:32,160 leagues that I'm in, everybody brings their water bottle. 1778 01:18:32,160 --> 01:18:34,160 Like there's nobody buying a Gatorade 1779 01:18:34,160 --> 01:18:37,360 and like bringing a plastic Gatorade to like, 1780 01:18:37,360 --> 01:18:38,720 everybody has a water bottle. 1781 01:18:38,720 --> 01:18:40,120 Everybody brings their own water bottle. 1782 01:18:40,120 --> 01:18:43,600 I know you don't drink it during, you drink it after. 1783 01:18:43,600 --> 01:18:45,560 You don't know what people are doing after. 1784 01:18:45,560 --> 01:18:48,080 Well, we're adults, so we have a beer after, you know, 1785 01:18:48,080 --> 01:18:49,520 we're a rec league, but it's... 1786 01:18:49,520 --> 01:18:52,640 Yeah, but then after that, they're like, 1787 01:18:52,640 --> 01:18:55,560 okay, so now they're dehydrated from the sport. 1788 01:18:55,560 --> 01:18:58,280 They had a beer, you know that they're reaching 1789 01:18:58,280 --> 01:19:00,600 for a Gatorade in the morning. 1790 01:19:00,600 --> 01:19:03,280 I don't know, because you're drinking water the whole time. 1791 01:19:03,280 --> 01:19:04,320 You know, like... 1792 01:19:04,320 --> 01:19:05,600 Water gives you nausea and cramps. 1793 01:19:05,600 --> 01:19:08,200 Did you not learn anything on this podcast? 1794 01:19:08,200 --> 01:19:10,280 I did, but I'm saying, 1795 01:19:10,280 --> 01:19:13,760 I'm saying maybe that the trend is moving away, 1796 01:19:13,760 --> 01:19:15,280 which is why they're... 1797 01:19:15,280 --> 01:19:16,120 Yeah. 1798 01:19:16,120 --> 01:19:17,640 It would be interesting to see Gatorade sales move. 1799 01:19:17,640 --> 01:19:18,880 Yeah. 1800 01:19:18,880 --> 01:19:20,960 I will say, do you not get inspired 1801 01:19:20,960 --> 01:19:22,360 every time you see a Gatorade commercial? 1802 01:19:22,360 --> 01:19:24,760 Like they still get me and I'm still like, 1803 01:19:24,760 --> 01:19:26,400 God, that's fucking badass. 1804 01:19:26,400 --> 01:19:28,920 I'm gonna go kick a soccer ball around. 1805 01:19:30,000 --> 01:19:31,320 I don't anymore. 1806 01:19:31,320 --> 01:19:32,160 Really? 1807 01:19:32,160 --> 01:19:33,120 I'm perfectly honest. 1808 01:19:33,120 --> 01:19:34,960 Like they're... 1809 01:19:34,960 --> 01:19:36,880 Maybe I'm just not their target demo anymore. 1810 01:19:36,880 --> 01:19:39,960 I think it is like college kids and young kids 1811 01:19:39,960 --> 01:19:42,240 like trying to be great athletes, but like... 1812 01:19:42,240 --> 01:19:43,080 Yeah. 1813 01:19:43,080 --> 01:19:43,920 The ones that I've seen are like... 1814 01:19:43,920 --> 01:19:44,760 Who saw the future ahead of them. 1815 01:19:44,760 --> 01:19:47,760 Refuel, like yeah, they have like a little health bar. 1816 01:19:47,760 --> 01:19:50,600 Maybe they've just, they've gone real Gen Z for me. 1817 01:19:50,600 --> 01:19:53,680 And I just, I don't feel like I'm their target demo anymore. 1818 01:19:53,680 --> 01:19:55,000 Oh my God. 1819 01:19:55,000 --> 01:19:56,000 Back in my day. 1820 01:19:56,000 --> 01:19:59,160 I walked a mile in the snow. 1821 01:19:59,160 --> 01:20:01,000 I see that as a positive. 1822 01:20:01,000 --> 01:20:02,440 I see that as a positive. 1823 01:20:02,440 --> 01:20:04,400 I'm like, yeah, I'm not their target demo. 1824 01:20:04,400 --> 01:20:07,960 I'm cool with it, but it doesn't resonate with me anymore. 1825 01:20:07,960 --> 01:20:10,560 Like I'm not trying to be like Gatorade should always 1826 01:20:10,560 --> 01:20:14,360 and only be selling to me all the time. 1827 01:20:14,360 --> 01:20:15,200 Fuck that. 1828 01:20:15,200 --> 01:20:16,200 I'm just like... 1829 01:20:17,880 --> 01:20:19,440 I think they've been missing the mark. 1830 01:20:19,440 --> 01:20:21,760 That's my hot take. 1831 01:20:21,760 --> 01:20:26,760 I think this podcast is done and dusted. 1832 01:20:28,760 --> 01:20:29,600 All right. 1833 01:20:29,600 --> 01:20:31,000 Well, you took a long pause before that 1834 01:20:31,000 --> 01:20:32,480 and I tried not to fill it with anything 1835 01:20:32,480 --> 01:20:34,240 because I wanted to end my sentence 1836 01:20:34,240 --> 01:20:37,480 and let you have moments to think about it. 1837 01:20:37,480 --> 01:20:41,120 But with that, I think we'll be back next week 1838 01:20:41,120 --> 01:20:43,920 with an analysis of... 1839 01:20:43,920 --> 01:20:44,760 Twitter. 1840 01:20:44,760 --> 01:20:46,280 Twitter. 1841 01:20:46,280 --> 01:20:47,120 Fun. 1842 01:20:47,120 --> 01:20:47,960 Let's do it. 1843 01:20:47,960 --> 01:20:49,720 We don't even know what to call it, 1844 01:20:49,720 --> 01:20:51,680 but we'll take a look at it. 1845 01:20:53,160 --> 01:20:54,000 Anything else? 1846 01:20:54,000 --> 01:20:54,840 Thanks everyone. 1847 01:20:54,840 --> 01:20:55,680 Thanks everyone. 1848 01:20:55,680 --> 01:20:56,520 That's it. 1849 01:20:56,520 --> 01:20:57,360 Bye. 1850 01:20:57,360 --> 01:21:20,200 Bye.