Gatorade is adding its brand to the string of corporate marketing SNAFUS with their new WNBA campaign “Let Her Cook”. The response has ranged from derisive laughter to angry sneers. Not exactly what the suits expected, I’m sure.

Gatorade really set the WNBA back 30 years with their new "Let Her Cook" campaign pic.twitter.com/FJm3UnyiYw

— Bet105 (@bet_105) July 25, 2025

Obviously, someone in the advertising department bullpen was looking for a pithy phrase that would fit on a billboard crowded with images of sweaty women, but didn’t think through other implications.

So how did Gatorade – a company that traditionally nails it with their advertising – honor Caitlin Clark and the WNBA? Well, they rolled out a questionable and unfortunate slogan right around the WNBA’s All Star break. (snip)

For those that aren’t familiar with what “Let her cook” or “Let him cook” means in the modern day, it’s basically the modern day version of “don’t let them get hot.” If someone is “cooking” in sports, their performing a skill at a really high level, and the three-word phrase in encouraging everyone else to “let them” continue doing so.

Say what? I’m going to push back here because the “don’t let them get hot” may be “modern”, but the “now you’re cooking” phrase of being on the right track and achieving your goals goes back to the late 1930’s. As gas stoves were replacing wood ones, the phrase “Now you’re cooking with gas!” crept into the national dialogue via comedians of the era. “Now you’re cooking!” has been kicking around for 80 plus years. And it’s not like most people are unaware of the metaphor …

But that’s unfortunately not what comes to mind first for a lot of people out in the world – especially those who don’t call themselves fans of the WNBA, and often criticize the women’s league for not being entertaining enough. Do I really have to explain why making a slogan promoting women’s sports “kitchen adjacent” is unfortunate?

But that’s what is so downright hilarious. Gatorade was so swept up in the push to get people to pump up those rating numbers for the struggling WNBA, it never crossed their minds that people who find the entitled shenanigans from the WNBA players …

The WNBA loses $50 million every year and has NEVER generated a profit. You deserve $0.00. pic.twitter.com/fWWxU0pSt1

— End Wokeness (@EndWokeness) July 20, 2025

… as tone-deaf whining, would react to the “Let Her Cook” campaign with mocking variations of “send her back to the kitchen”. Bonus points to Gatorade for using this phrase as Left-feminists have their panties in a bunch over the TradWife movement. Women who actually chose to spend part of their lives not hustling in the corporate world or perfecting an inside layup? RHEEEE!!

I personally find Gatorade undrinkable and the WNBA boring, but today I’m very entertained. So “Let Her Cook” isn’t a complete failure.

Heh.

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