Pepsico Drops Tiger Woods Branded Gatorade


Gatorade, a division of Pepsico, has confirmed that it’s dropping its Tiger Woods-branded drink, known as Gatorade Tiger, Tigerade, and Tiger Focus. The company made the decision before the wreck that set off the Woods scandal. ABC News has more:

The decision to drop the drink, called Tiger Focus, was first reported by trade publication Beverage Digest in an issue dated Nov. 25, two days before the incident at Woods’ home in Florida. The publication’s editor, John Sicher, said he learned of the decision the week of Nov. 9.

The brand — a unit of PepsiCo Inc. — says the decision does not have to do with recent events. A spokesman says the decision came several months ago. The drink debuted in March 2008.

Beverage Digest estimates it represents less than 5 percent of Gatorade’s volume. Sales volume of Tiger Focus was down 34 percent this year through October.

More than a week ago, this wouldn’t have been a blow to the Tiger brand. Now, however, Gatorade’s withdrawal might compel other companies to revise their endorsements. Tiger committed some transgressions, but this decision comes at a bad time.

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Written by Drea Knufken

Drea Knufken

Currently, I create and execute content- and PR strategies for clients, including thought leadership and messaging. I also ghostwrite and produce press releases, white papers, case studies and other collateral.