Water is the Enemy, Gatorade Mobile Game Tells Youth

[marmar]

from Civil Eats:


Water is the Enemy, Gatorade Mobile Game Tells Youth
By Nancy Huehnergarth on January 7, 2014

UPDATE January 11th: IAB Mixx Bronze winner Gatorade (for strategies and objectives in mobile advertising for their Bolt! mobile gaming integration) has completely disappeared from the IAB Award Winners Gallery: http://www.iab.net/mixxawards/gallery2013/strategies-and-objectives/mobile-advertising.html

If you thought Big Soda’s decades-long “War on Water”–part of their strategy to increase sales of soda and other bottled drinks–couldn’t get any worse, you were wrong. The latest assault, courtesy of PepsiCo, is in the form of a mobile game for youth that brands water as the enemy of athletic performance.

According to a case study video posted on the 2013 Interactive Advertising Bureau MIXX Awards Winners Gallery, bronze award-winner Gatorade took action after learning that teen athletes often choose “to drink water during practice because they thought it provided the proper hydration they needed.”

Of course, for all but a minute percentage of youth athletic endeavors (such as a marathon or all day soccer tournament) water is the ideal choice for proper hydration, but that didn’t faze sugary drink brand Gatorade one bit. In an effort to change hearts and minds, as well as further increase parent company PepsiCo’s enormous profits, Gatorade brand managers asked media agency OMD to drive home the following message to youth athletes: Gatorade is superior to water. .........................(more)

The complete piece is at: http://civileats.com/2014/01/07/water-is-the-enemy-gatorade-mobile-game-tells-youth/#sthash.17JmjEBk.dpuf

[xfundy]

1. Asinine.

I'd bet there's no sugar in it, only High fructose corn squeezins.

[Bonhomme Richard]

2. Ideocracy …..the documentary. n/t

[Gidney N Cloyd]

3. It's what plants crave.

[Shandris]

4. It...

...It's got electrolytes. Plants need that.

This is so incredibly sad. Surely this is an onion article.

Surely.

...please?