rebrand

Gatorade is getting a rebrand targeting non-athletes

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Sixty years after it invented sports drinks, Gatorade is making a surprising pivot: It’s no longer focusing primarily on athletes. PepsiCo, Gatorade’s parent company, said Thursday that the brand wants to broaden its reach to non-athletes who are looking for ways to hydrate, whether they’re on a long flight, going for a walk or nursing … Read more

Swift and widespread, efforts to rebrand César Chavez Day are fueled by emotion and duty

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From California to Minnesota, elected leaders and civil rights groups are scrambling to distance themselves from César Chavez’s name in the wake of allegations that he sexually abused women and girls during the 1960s as he became the face of the farmworkers’ movement. Efforts have been swift and widespread to rebrand events ahead of what … Read more