NO THIRST AID

Quaker Oats officially went back to its ‘For that Deep Down Body Thirst’ tagline for Gatorade ironically a week after the Supreme Court ruled that the former lead-in to….. Bayer Bess Vanderwarker, Chicago, the agency for Gatorade, launched three executions last week for the upcoming summer selling season. One spot features Gatorade’s new Iced Tea Cooler flavor, and another spot, featuring NBA star Michael Jordan, uses the ‘Be Like Mike’ tagline.Last week, the Supreme Court upheld a multi-million dollar lower court ruling that said that Gatorade had infringed on a trademark by using the former ‘Thirst Aid’ line in its advertising in the 1980s. In later executions, before pulling the line, the company had used, ‘Gatorade is Thirst Aid for that Deep Down Body Thirst.’Copyright Adweek L.P. (1993)