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Gatorade: The Real Reason Tiger Woods Had To Go to Sex Rehab
Published: February 27, 2010
Yes, it’s possible the fear people saw in his eyes last Friday was because of a divorce attorney, but the sight of his bank account dwindling due to the exodus in sponsors is most likely also on his mind.
Gatorade’s “dumping” of The Striped One hammered that point home. Sure the sports drink company tried to sneak it in, announcing on a Friday, the better to be buried in other weekend activities and the Olympics.
But was it a coincidence that it was just one week ago Woods spoke to everyone? Surely the powers that be in Tiger-land knew this Gatorade issue was coming at them.
So, it’s time to focus on what’s not being said or written in the golf press: The advertising community has now officially decided that Tiger Woods is poisonous for mass marketers.
Most sportswriters don’t spend time in ad meetings or creating images for products. They shrug shoulders and lump all athletes into an “it’s what they do” category.
They have never been concerned with branding or the associations a product has. They are supposed to try to peel back the layers. But as anybody in the ad game will tell you, image really is everything, or at least it’s a heck of a lot.
No company that sells to "Ms. Buying Products in America" wants to have its image or products associated with a person, place, or situation that is contrary to the “national morals.”
The company pictures the female consumer in the grocery store. She’s in the beverage isle. She has youngsters in her home or youngsters visiting her home.
She reaches for Gatorade, and then stops.
Article Source: Bleacher Report - Golf
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