Anti-PR

Gatorade, the sports drink, was fined $300,000 for telling kids to avoid water. The company created a video game — Bolt! — in which the player feeds Gatorade to Usain Bolt to maximize his performance. If the player gives him water instead, his fuel level goes down. It was a creative marketing ploy but it wasn’t accurate and the medical community stresses that water is preferred for young athletes.engaged in “routine activity.” From a PR perspective, Gatorade failed for its lack of factual statement. The first rule of public relations is accuracy, accuracy, accuracy. I’m sure that the marketing people congratulated themselves on developing such a good and subtle way to sell the drink and were upset when the State of California faulted them. But, it was their own mistake for trying to persuade youth to shun water. Marketers can bend facts: PR shouldn’t.