Water Is The Enemy, Gatordade Mobil Game Tells Youth [View all]

[Stuart G]

Huff Post:
Nancy Huehnergarth,
posted 1/8/14

http://www.huffingtonpost.com/nancy-huehnergarth/water-is-the-enemy_b_4557456.html


If you thought Big Soda's decades-long "War on Water" -- part of their strategy to increase sales of soda and other bottled drinks -- couldn't get any worse, you were wrong. The latest assault, courtesy of PepsiCo, is in the form of a mobile game for youth that brands water as the enemy of athletic performance.

According to a case study video posted on the 2013 Interactive Advertising Bureau MIXX Awards Winners Gallery, bronze award-winner Gatorade took action after learning that teen athletes often choose "to drink water during practice because they thought it provided the proper hydration they needed."

Of course, for all but a minute percentage of youth athletic endeavors (such as a marathon or all-day soccer tournament) water is the ideal choice for proper hydration, but that didn't faze sugary drink brand Gatorade one bit. In an effort to change hearts and minds, as well as further increase parent company PepsiCo's enormous profits, Gatorade brand managers asked media agency OMD to drive home the following message to youth athletes: Gatorade is superior to water.
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So, PepsiCo doesn't make enough money. So it takes on real water. Now Nestles already is taking on real tap water by selling the bottled water variety. So PepsiCo wants Gatorade to join that club. I am not sure, but PepsiCo probably sells the bottled water kind too. Amazing people prefer buying a bottle of this or that for a dime or whatever, instead of pouring it from the tap into a container.

Well it is their money, not mine. I still use the tap stuff.