Viewpoint: "Brand Surfing"

By David A. Morrison
TWENTYSOMETHING^™ Inc.

Advertising Age's illustration of Crystal Pepsi as a good example of "the difference between short-term stimulation and long-term depression" provides another perfect illustration of "Brand Surfing".  My young-adult consulting firm coined this term for an article in 1997 to capture the notion that, within highly saturated, low cost, low involvement categories, today's consumers are likely to leap from one brand to another simply to experience something new.  (This is especially true among young adults, infamous for their experimental inclincations.)   Crystal Pepsi, similarly is the victim of high initial trial followed by low repeat purchase. 

As a closing thought regarding the Gatorade Energy Bar, [I believe] the company is undeniably late to the proverbial party.  However, even the introduction of a "me-too" entrant into a crowded category is not automatically a poor idea, especially when you consider Pepsi-Co's distribution and marketing clout as well as Gatorade's powerful, transferable brand equities.  Will Gatorade's energy bar become a victim of brand surfing (due to an almost "last mover" disadvantage based on timing), or can the company leverage its competitive advantages and create a winner?  I humbly submit the outcome largely depends on the selected strategy and the success with which it is implemented.

                                                                                    © 2001 TWENTYSOMETHING^™ Inc.
                                                                                    Reprinted with Permission