Gatorade or G?

Instead of a nice shower of Gatorade after the big game, victories will now no longer be complete without a "bath of G." Gatorade has renamed its product an abridged "G" and created new bottles and packaging to match. The name Gatorade is of secondary importance on the label. Why the change? While shortened "G" certainly matches the energetic and awe-inspiring qualities of the lightning bolt logo, how can a company simply throw out the brand recognition that's been building since the product's invention in 1965? Doesn't this new campaign go entirely against previous advertising campaigns where the company emphasized the product's strong heritage rooted in athletics? From an article in the Palm Beach Post: "The 'G' marketing campaign is the brainchild of Sarah Robb O'Hagan, who was named the company's chief marketing officer in June. In a release, Gatorade Co. said it is 'redesigning everything from the sidelines to the shelf to appeal to a broader range of athletes and active people,' while using 'bold new packaging.' It is part of a larger initiative by Gatorade's parent company, PepsiCo, to redesign its core brands." In honor of Super Bowl XLIII, Gatorade produced commemorative "Champs" G bottles for the winning team. Since the Steelers won, only the Steelers' version will be released. The bottles were supposedly to appear on the field and in the locker rom yesterday, with the new "G" packaging. In 2008, Gatorade honored the New York Giants with a commemorative bottle label as well (limited to 2,520 and sold on Gatorade.com). This year, only 45 limited edition bottles will be made, and they will not be available to the public. Will consumers ever refer to the product simply as "G," or will we forever call the classic neon yellow drink "Gatorade"?