Blog: Chris MercerGatorade to lose Tiger Focus

Chris Mercer | 22 March 2010

Gatorade Tiger Focus was the sixth best-selling food and drink brand launched in the US 2009, according to a report. Yet, PepsiCo is discontinuing the product.

Gatorade Tiger Focus saw net sales of US$65m in 2009, according to research published today (22 March) by Information Resources Inc. That makes it the sixth best food and drink product launch of 2009 in IRI's league table and the most successful soft drink launch.

But, hang on, PepsiCo announced in December that it would discontinue the brand, which is named after golfer Tiger Woods, in order "to make room for our planned series of innovative products in 2010".

It told just-drinks that the move had been made internally "several months" previously and had nothing to do with the revelations about Tiger Woods' private life.

PepsiCo has since dropped Woods as a sponsor of any Gatorade products, saying that it "no longer sees a role" for the champion golfer.

This is despite PepsiCo also claiming that it wants to align Gatorade more closely with athletic performance.

The mind boggles...

 


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