Top 3 new beverage ads that (sort of) quench your thirst

With the scent of summer in the air, the customary bevy of beverage spots has descended onto airwaves. And, once again, the tendency towards brand offshoots is au courant. We, of course, had to ask CDs from across the country to chime in on the summer fare. But this time we ventured even further, and prodded some to actually sample it.

With the scent of summer in the air, the customary bevy of beverage spots has descended onto airwaves. And, once again, the tendency towards brand offshoots is au courant. We, of course, had to ask CDs from across the country to chime in on the summer fare. But this time we ventured even further, and prodded some to actually sample it.

The TV spot [by Downtown Partners; see Creative, p. 28] portrays no obvious benefit – only perhaps [one] implied by an alphabetical medley of athletic scenarios and a ‘no pain, no gain’ type of embodiment. [But it's] very nicely shot. Wonderful music bed. Perfectly delivering the inherent message of the brand to the surging Gatorade nation. Kudos all around.

And now the taste: I’ve always felt [Gatorade] tastes like very weak Kool-Aid at best. I’ll be sticking with water to replenish me.

Mike Woroniak, CD, Brown Communications Group, Regina >Gatorade soup

The TV spot [by Downtown Partners; see Creative, p. 28] portrays no obvious benefit – only perhaps [one] implied by an alphabetical medley of athletic scenarios and a ‘no pain, no gain’ type of embodiment. [But it's] very nicely shot. Wonderful music bed. Perfectly delivering the inherent message of the brand to the surging Gatorade nation. Kudos all around.

And now the taste: I’ve always felt [Gatorade] tastes like very weak Kool-Aid at best. I’ll be sticking with water to replenish me.

Mike Woroniak, CD, Brown Communications Group, Regina

It’s Coke, you nut

Sure, these ads [You put the lime in the Coke, you nut by Berlin Cameron New York] are quirky, catchy and shot all cool and everything, but style can’t hide the fact that a piece of music isn’t a big idea. (Then again, neither is adding yet another flavour to Coke.) Kids probably love this spot, but soon it will be forgotten. Just like New Coke. Just like Cherry Coke.

Brian Sheppard, creative group head, Target, Newfoundland

(Editor’s Note: Seems Coke with Lime was a tad difficult to find on the isle.)

Kickin’ booty

I like everything about Molson’s new guarana-enhanced product Kick. The name, the logo, the package and the advertising [by Taxi in Toronto]. The use of a collage of ‘kicking’ images for the TV spot works well. It’s fast-paced, energetic and it strongly reinforces the key brand benefit.

And now the taste: Molson has ensured that Kick is first and foremost a good-tasting beer, unlike the competition which has added sugar to their product. Yuck!

Rico DiGiovanni, president and partner, Spider Marketing Solutions, Toronto