Tiger Lost His Focus
By Stephanie Wei under General

On Tuesday Gatorade confirmed the “Gatorade Tiger Focus” drink will no longer be appearing on shelves, letting down its millions of avid thirst-quenching consumers. Spokesmen claim the decision had nothing to do with the recent revelations and scandal surrounding Tiger. Here’s what they told CNBC’s Darren Rovell:

We decided several months ago to discontinue Gatorade Tiger Focus along with some other products to make room for our planned series of innovative products in 2010. We hope to share more about our 2010 plans soon.

But apparently the company plans to continue its “partnership” with Tiger — a rep refused to comment when requested clarification on the (sensitive) matter, though.

Interestingly enough, according to the marketing talking points, “Gatorade Tiger” was upgraded to emphasize the “Focus” benefit of the energy drink inspired by the “legendary mental toughness of Tiger Woods.” The key change was adding theanine — an ingredient supposedly proven to help stay mentally focused when stressed, while also yielding a calming effect — to the product.

And “Who is Gatorade Tiger for?”

Gatorade Tiger Focus is designed for a wide range of active occasions including working out or exercising, and in particular those long-duration activities, like golf, in which athletes and active people need advanced hydration, energy for working muscles and enhanced mental focus.

I’m sure that was meant for someone else.