Gatorade's Got a Brand New Attitude

Back in the day, when I started playing basketball, I had two choices for drinks -- water or Gatorade, with a choice of Orange or Lemon-Lime. There might've been Fruit Punch, too, but I am not a fan.

Anyway, just as I've expanded my interests from strictly basketball to a variety of sports and fitness endeavors, Gatorade is stepping it up, too. "Just like any good athlete, Gatorade is taking it to the next level. Whether you're in it for the win, for the thrill or for better health, if your body is moving, Gatorade sees you as an athlete, and we're inviting you into the brand," said Gatorade's chief marketing officer.

And this brand is sporting a whole new attitude. Today's athletes want choices beyond a variety of flavors, and that's just what Gatorade is putting out there. The new names for the different types of Gatorade aim to convey the attitude of a tough-love coach or trainer, which will be evident on the new labels.

For example, Gatorade Fierce is now "Bring It", X-Factor becomes "Be Tough", AM is "Shine On", and Rain turns into "No Excuses," just for starters. So, when you hit the store pre-workout for your favorite workout beverage, you might need an extra minute to figure out exactly what you need. That might be worth it, though, since Gatorade is making a real effort toward making sure each of these drinks contain just the nutrition you need.

So, what do you think? Will the fancy new label and attitude make you more likely to go with the Gatorade, or not?