Gatorade Gets It Right for Women

A proud dad to 2 healthy daughters, I respect companies & brands that depict women in a smart, progressive light.

Recently I saw a Gatorade Ad that promotes keeping girls active in sports longer. That’s a worthy goal, at a time when society encourages them to abandon sports, ‘look grown up’ & succumb to American Apparel-ish pressure to be depicted ‘sexually’ at the grand age of 14. If we can keep’em active on a soccer pitch as teenagers, studies prove those young women are far more likely than other girls to adopt a exercise regimen for life.

Self-serving? Yeah, sure! Gatorade will benefit if more girls stay physically active through their teenage years. But plenty of other brands that benefit from that, and they’re not running ads that are brave enough to take a shot at the powerful Media/ Beauty/ Fashion industries.

Gatorade has impressed me before- eg last summer’s savvy Flanking Strategy to pursue the growing, competitive after-workout crowd with its G1, G2, G3 options. The ‘Keep Her In The Game’ program is more socially responsible and even more macro savvy: get women on your side, as they’re going to be using your products for the rest of their (active) lives, and later they’ll likely buy products for active offspring as moms.

Upshot? The ad is terrific for women, for the sheer joy of sports, for promoting activity regimens and healthier, happier lifestyles. For reducing healthcare costs. For helping to take momentum away from enormously silly, unfair gender-specific social pressures.

Gatorade is setting as good an example, as American Apparel is setting a bad example.

Why not reward Gatorade with your patronage, or passing on word of this ad? Last I checked, ‘Keep Her In The Game’ had generated >100,000 youtube views (English version). So go on – get in the game! Help spread the news of a fine ad and a worthy social movement [Just as I would suggest you avoid patronizing exploitive brands such as American Apparel]. This is a place where Public Input can be powerful.

Steven Litt

Dad in the 21st Century