Its message had been simplified to the point of uselessness: Hydration is good, and something or other about electrolytes. Most of its new products were just new flavors, with names that sounded like American Gladiators rejects--Fierce, Frost, Rain, X-Factor--which cut into older drinks' sales. And it was fighting for attention with every other neon-colored liquid in convenience-store coolers. Sales for the multibillion-dollar brand flatlined in 2007, then went cliff diving: The flagship had dipped almost 10% in the 52 weeks before she took the job amid the blizzard (not a Gatorade flavor name) of muddled extensions, while rival Powerade gained 13%."
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