In lieu of the massive lighting storms last night, I am paying homage to the brand that iconicized a streak of lighting: Gatorade.

WIN: Is it in you?

To the average bear who only uses the gym to make fun of people working out, the old Is It in You? campaign from Gatorade was probably disgusting. It featured bodily fluids replaced with a tasty drink full of sweet sugary goodness. To an athlete, however, bodily fluids (particularly sweat) are not just something that is excreted. No. It is something that is hard earned.   Sweat is the result of determination and perseverance to conquer pain and achieve athletic glory.

Gatorade’s Is It in You? campaign precisely addressed how athletes value sweat. Then they swapped that endearing fluid with their own product. Disgusting? Maybe. Brilliant? Yes.

Fail: G

Really, Gatorade? Was “atorade” too difficult to pronounce? Or were you inspired by Chevrolet when they shortened their brand to Chevy? Either way, bad idea.  The new name helps people forget the team that brought this brand to to the national stage: The Florida Gators. It also moves the branding away from inspirational athletes to just the pronunciation of a single consonant. Maybe some think that the new name is baller, but not in my house.

Watch an ad here.