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CURRENT ISSUE
Gatorade Refreshes Look Extensions Also Get New Names PepsiCo, which has given facelifts to many of its beverage products, is now attempting to up Gatorade's game with new packaging and renamed line extensions. New iterations of Gatorade Thirst Quencher, the flagship Gatorade brand, will sport a large letter G next to the brand's iconic bolt. "For Gatorade, G represents the heart, hustle and soul of athleticism and will become a badge of pride for anyone who sweats," according to a company press release. Meanwhile, line extensions have been renamed to "convey the attitude of a tough-love coach or personal trainer, through in-your-face names on the label," the release states. Thus, Gatorade Fierce is now Bring It, and X-Factor has been renamed Be Tough. Plans for advertising the brand were not disclosed. TBWA\Chiat\Day, Los Angeles, is Gatorade's lead creative agency. » More
Depending on who you talk to, 2009 will either be the year that a full-fledged depression begins or one that gets much better as it goes along. Since Brandweek doesn't have a staff economist and it probably wouldn't make much of a difference if we did, we can only work with conventional wisdom. » More
Although Most Americans are understandably relieved to see the car wreck that was 2008 receding in the rear-view mirror, for the U.S. auto industry the road ahead remains decidedly bleak. » More
Over the years, the cola giants have been given false hope by various growth segments. Most recently, energy drinks and enhanced waters seemed indefatigable. Now those segments are sucking wind. » More
Clichés become clichés because there's an inherent truth to them. Take a whopper like "Necessity is the mother of invention." For the media and marketing communications world entering 2009—easily the most uncertain, scary year in decades—the phrase thunders with relevance. But it rings with particular significance to the agency world, which stands to lose the most in such a hostile climate. The simple truth is, agencies of all stripes stand to see their market position erode more severely than either advertisers or media companies—both of which need each other and both of which are finding new ways to work more closely together, without the agency in the mix. » More
As this fiercely challenging year begins, the tendency is to think in terms of a temporary change in tactics. But marketers should be thinking much bigger than this. What we need is a profound, strategic shift in our whole approach, using what we have in order to build stronger relationships with consumers. » More
Billings Up 4 percent globally to $11.6 billion (est.). » More
What do Andy Warhol, Angelina Jolie, Muhammad Ali and Bono have to do with the Holy Bible? » More
The Hoosier capital moved up to the ranks of the top 25 Nielsen markets and it's easy to see why—the market recently welcomed a new architecturally distinctive airport, as well as a new stadium with retractable roof. The city's also constructing new hotels to accommodate the Super Bowl crowds expected to converge on Lucas Oil Stadium in 2012. » More
Has any brand in history fallen from such great heights to such ignominious depths as Segway? » More
Burger King caused a real stink among animal-rights activists when it introduced Flame, a meat-scented cologne, earlier this month. » More
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FEATURES & OPINION
For New Yorkers old enough to remember this, the city used to be covered with “burners,” a term for those huge graffiti murals. The latest entrant is the ASPCA, which had fine reasons for choosing the aesthetic: Getting young city boys to get their dogs fixed. » More
While cigarette companies have gone along with the plan that requires cigarette packs to display graphic images, there’s a lack of evidence showing that the ads actually work. » More
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DEPARTMENTS
Brandweek Calendar 11-17-08 » More
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