Gatorade drops Tiger drink; decided before wreck
Gatorade is discontinuing its Tiger Woods drink but says it made
the decision before the golfer’s car accident led to a media
firestorm surrounding his personal life.
The decision to drop the drink, called Tiger Focus, was first
reported by trade publication Beverage Digest in an issue dated
Nov. 25, two days before the incident at Woods’ home in Florida.
The publication’s editor, John Sicher, said he learned of the
decision the week of Nov. 9.
The brand – a unit of PepsiCo Inc. – says the decision does not
have to do with recent events. A spokesman says the decision came
several months ago.
The drink debuted in March 2008.
Beverage Digest estimates it represents less than 5 percent of
Gatorade’s volume. Sales volume of Tiger Focus was down 34 percent
this year through October.
Meanwhile, there have been no advertisements in prime-time
featuring Woods since Nov. 29, according to data from Nielsen
The research firm said the last prime-time ad to appear
featuring the golfer was a 30-second ad that day for the Gillette
Co. That commercial aired eight times during November, spokesman
Aaron Lewis said.
There have been no other commercials since then on all broadcast
networks and 19 cable networks during the evening news, prime-time,
late-night and during weekend sports, he said.