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Beverages FTW! Gatorade G2 and Dunkin’ Coffee: The Most Successful New Brands of 2008

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According to AdAge.com, “It was a good year for beverages, as the two most successful new brands in 2008 were Gatorade’s G2 and Dunkin’ Donuts Coffee. The pair topped Information Resources Inc.’s annual Pacesetters list of most successful brands, surpassing the elusive $100 million benchmark for a hit new product.

G2 sales totaled $159 million, while Dunkin’ coffee drew $115 million in sales as measured by the Chicago-based market-research firm…

This is crazy, because the combined 274 million dollars in sales of these companies is roughly the same dollar equivalent of fine beverage goodwill and karma Mutineer Magazine has created through its first five issues.

These brands are truly remarkable, Anne Berlack, IRI’s exec VP-consumer and shopper insights, said in a statement. “Even in the best of times, approximately 75% of new products fail to earn more than $7.5 million during the first year of availability.

The 2008’s top two successful brands are a far cry cooler than the 2007 winners, “Campbell’s low-sodium soup” and “Birds Eye Steamfresh frozen vegetables”. I’m really glad Mutineer Magazine isn’t causing a Mutiny in the world of freezer vegetables. Enough said.

G2, a low-calorie version of Gatorade, got substantial marketing support at launch with Super Bowl ads and an unprecedented push in social and digital media and event marketing. “After launching G2, we felt it was our Rookie of the Year and MVP all rolled into one, and now we’re happy to add IRI Pacesetter brand to the list,” said G2 spokesman Jill Kinney. “G2 was our biggest new-product launch ever and allowed us to begin to broaden our appeal to a wider range of athletes and active people.

As for Dunkin’, its coffee is distributed through a partnership with J.M. Smucker Co., and is sold in more than 40,000 retail outlets throughout the country. The company said its 12-ounce Original Blend is the No. 1 selling item in the premium-coffee category, according to ACNielsen.

If you aren’t familiar with these big 2008 breakouts, here are commercials for both products.

The G2 commercial is pretty epic, featuring a remix of Lou Reed’s “Walk on the Wild Side” from Transformer, which is Reed’s amazing second solo album produced by David Bowie while Dwayne Wayne takes an evening stroll apparently under the influence of LSD while a hardwood pathway manifests itself out of the sky.

Things get REALLY crazy in the Dunkin’ Donuts Coffee commercial, with KISS guitarist ‘Space’ Ace Frehley shredding some guitar in front of a big corporate board of directors. I have no idea what this has to do with Dunkin’ Donuts Coffee, but I want some right now…

Read the full AdAge.com article here.


  1. brian | Thursday, March 26, 2009

    gatorade has been a pretty good friend to me for a while now. even though it was probably rotting my teeth, i carried that stuff on my back all over Iraq.

  2. Julie | Thursday, March 26, 2009

    So what goes with the G2 and the coffee? Donuts anyone?

  3. Alan Kropf | Thursday, March 26, 2009

    I suggest pairing your Gatorade G2 and Dunkin’ Donuts with a copy of the new issue of Mutineer Magazine FRESH off the newsstand

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