B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
20%
20% -- sales decline rate for Gatorade (2008)
Following Gatorade's logo redesign to 'G' around 2008, sales declined by 20% each month.
- Based on a retrospective quote from former Gatorade President Sarah Robb O'Hagan to CNN rather than published financial statements
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
20%
Unit
Percentage
Data Vintage
2008
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
CNN
Primary
Tier C
https://www.advertisingweek360.com/out-with-the-old-in-with-the-rebrand/?utm_source=Direct ↗
Source Article
Out With the Old, In With the Rebrand
Original Research
CNN
· Original study ↗
Methodology
Anecdotal statement by Sarah Robb O'Hagan to CNN about Gatorade's rebrand outcome
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Gatorade: 20% sales decline rate. Source: CNN (2008). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gatorade-sales-decline-20-percent-monthly
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<blockquote cite="https://lighthousedata.io/data/gatorade-sales-decline-20-percent-monthly" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>20%</strong> -- sales decline rate for Gatorade<br><small>Source: CNN (2008) · <a href="https://lighthousedata.io/data/gatorade-sales-decline-20-percent-monthly" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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