[C]onsumers complain they are confused by the Gatorade “G” campaign, which was meant to reverse a sales slump that began in 2008. In January, Pepsi replaced the Gatorade name on its label with a big letter “G” and shrunk its signature lightning bolt. […] The idea was to make the brand cool again but it misfired. “They asked ‘What’s G?’ and the problem was, people weren’t sure,” said Bill Pecoriello, chief executive of market researcher ConsumerEdge Research LLC.