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Brands Tweeting Badly – Gatorade Apologizes to the Heat

 

Gatorade takes the opportunity to go in on LeBron after the player was sent to the bench with debilitating cramps, claiming that he’s not their client. The company let loose a series of tweets, including this one:

Well lo and behold, LeBron was drinking the Gatorade while sitting courtside. Based on the NBA contract with the company, the athletes cannot drink other products during the games. The fact that LeBron is a spokesperson for Powerade has no bearing on thing happening once the whistle blows.  So are we to assume that the product doesn’t work as well as they want folks to believe it works?

Later, Gatorade would release a statement of apology. For what? Why apologize? Clearly, they had a good time piling it on as the player sat there in pain. Here’s a snippet of their statement:

“Our apologies for our response to fans’ tweets during last night’s Heat vs. Spurs game. We got caught up in the heat of the battle. As a longtime partner of the Miami Heat, we support the entire team.” Gatorade

Don’t back down now, Gatorade. Tell fans how your product made it better for LBJ on Thursday night. Keep the tweets coming, because few people believe the lackluster statement.

Lastly, there’s the general question of whether or not the brand will fit well with the team going forward. How can a company be a solid team sponsor and pour the Haterade thickly on that partner team’s best player? Maybe they don’t care, Somebody won’t be invited to the White party this summer.

 

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This entry was posted on 06/06/2014 by in All About the Business and tagged , , , , , , .
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