The Gatorade shower is one of the greatest examples of “free publicity” in this history of the phrase.
Think about it: Gatorade’s brand is associated with some of sports’ greatest victories. Every Super Bowl, World Series or NCAA Championship all end in a shower of neon sugar water dumped from that ubiquitous orange bucket emblazoned with the Gatorade logo.
But Gatorade’s free publicity forays don’t always go as planned (or unplanned, as the case may be).
In the MLB one-game Wild Card playoff between the Chicago Cubs and Pittsburgh Pirates, it was a tale of two brand uses for Gatorade. The first was classic: On the front page of ESPN.com, the Cubs players celebrated their 4-0 victory with a shower of orange-flavored goodness:
The brand is synonymous with victory. Genius!
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