08-26-2009: They Drained the Swamp MEMPHIS, TN (WKNO) - You'd have to think that everything went haywire for Gatorade, the number one sports drink, to suffer a 17.5% drop in sales. Pepsi decided after a mild sales slump in 2008 that Gatorade needed a new advertising campaign to, "make Gatorade cool again." Well, they certainly cooled-off sales. Gatorade had an 80% share of the sports drink market. They should have remembered "If it ain't broke, don't fix it!"

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com. © Copyright 2009, WKNO