Gatorade misses marketing moment during MLB game

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Social media users couldn’t stop talking about a Pittsburgh Pirates player that took his frustrations out on the sports drinks’ iconic orange container. Many said the brand missed its opportunity in the spotlight.

By Kevin J. Allen | Posted: October 8, 2015
The Gatorade shower is one of the greatest examples of “free publicity” in this history of the phrase.

Think about it: Gatorade’s brand is associated with some of sports’ greatest victories. Every Super Bowl, World Series or NCAA Championship all end in a shower of neon sugar water dumped from that ubiquitous orange bucket emblazoned with the Gatorade logo.

But Gatorade’s free publicity forays don’t always go as planned (or unplanned, as the case may be).

In the MLB one-game Wild Card playoff between the Chicago Cubs and Pittsburgh Pirates, it was a tale of two brand uses for Gatorade. The first was classic: On the front page of ESPN.com, the Cubs players celebrated their 4-0 victory with a shower of orange-flavored goodness:

The brand is synonymous with victory. Genius!

Download the free white paper, “How to be a brand journalist,” to learn how to tell your organization’s compelling stories.

On the other hand, most of the conversation from the game centered on an incident involving Pirates’ first baseman Sean Rodriguez. He took out his frustrations on an unsuspecting Gatorade cooler:

Meme-ification ensued:

The cooler itself even got its own Twitter handle. Within 16 hours, it had nearly 7,800 followers:

Plenty of people took note of the free publicity for Gatorade:

Gatorade didn’t step in with any tweets, though. Some said the brand missed an opportunity to capitalize:

Perhaps Gatorade’s Mission Control had the night off.

(Image via)

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