After reading Jake's blog on Tiger Woods and Gatorade, I think that there are many valid points in his argument. Gatorade could have found many other celebrities to endorse their product. Football players or soccer players probably would have made more sense for the very reason that Jake stated; those sports require a lot more physical activity. Even a baseball player would make more sense to me; however, they chose Tiger Woods, a golfer. He was a very powerful voice in the sports world.
He still is a very powerful person, but he has lost a lot over the last five or six months. Tiger has gone from cloud nine to rock bottom. For reasons that we are all aware of, Gatorade has since dropped the contract with Tiger and he is no longer an advertisement for the thirst-quenching company. PepsiCo ended the Tiger Gatorade drinks in mid-November just before the scandal broke out. That was for economic reasons. They completely ended their partnership in late February.
However, I feel that this was a good endorsement for Tiger and PepsiCo. Tiger was a very big name in sports and just his name could sell products. The commercials that he did were always a very powerful tool and attracted the attention of many. PepsiCo, the owner and maker of Gatorade, used this to promote the product and it seems to have worked out. Gatorade is the official drink of most sporting events and is a favorite of young athletes. Tiger benefited and was compensated with money as well as more stardom.
I believe that Tiger will still be a big player in the advertisement world. He just needs to get back onto the golf course and make sure the only balls that he uses are the ones he puts on the golf tee.
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