What is "G"?

During the New Year's Day Rose Bowl game, in between watching Joe Paterno's Penn State Nittany Lions try to recover some pride from the USC Trojans, I was curiously drawn to the "G" commercials running incessantly. Various sports figures silently scrolled across the screen as a barely-understandable announcer tried to define "G".

Alex Rodriguez and Muhammad Ali were joined by various other sports and pop culture figures. The only phrase I really understood was at the end of the soliloquy "It's the game."

My man and I would exchange looks and of course, "What was that about?" I decided to do a little research and found the answer.

"G" is Gatorade.

That's right sports fans, Gatorade is preparing to roll out a new brand image, as evidenced by its website. Gatorade G is the new name of the original Gatorade Thirst Quencher. The formula remains the same, but the new name is an expression of a new attitude. According to the website "G" is representative of the "heart, hustle and soul of athleticism".

I was never a fan of Gatorade Thirst Quencher, and the image change to "G" won't change the fact that I just don't like the taste. I do enjoy the taste of Gatorade Rain, hereafter to be known as "No Excuses". Hmmm...I never really needed an excuse to down a bottle of Gatorade Rain when I was very thirsty and dehydrated, especially while working in the Southwest.

For those who are unfamiliar, Gatorade was invented at the University of Florida to aid the Florida Gators football team in combating dehydration in the hot weather. The name is simply "Gator-Ade". Earlier in 2008, a retro-commercial was running with the supposed scientists who invented Gatorade explaining the name.

Gatorade has changed through the years, expanding flavors and formulas to best fit different athletic situations. All of the products have the same electrolytes and thirst-quenching properties. Gatorade AM, now to be named Shine On, is available in "morning flavors" and includes extra Vitamin C. The new moniker of Be Tough has been attached to the X-Factor formula which includes additional Vitamin E. Finally, Gatorade Fierce will now be known as Bring It, filled with additional B vitamins.

With an ever-evolving pop culture, I guess it's only natural that everything old becomes new again. I can remember arguing with my daughter when she wanted to buy her first pair of bell-bottom jeans as she said "But, Mom, they're so cool!" I retorted with "You wouldn't be saying that if they had wrapped around your legs and tripped you on the playground!" Of course, I won't wear straight-leg jeans anymore, either.

Gatorade, like so many products, must evolve its public image to stay current. Young athletes today, no matter how popular Tim Tebow is at the moment, don't care that Gatorade was invented at the University of Florida. Marketing is ever evolving, ever changing.

G...Gatorade.