Gatorade was looking to revitalize its brand, focusing on several layers of hydration, from elite athletes to fitness enthusiasts. They wanted to explore fresh ideas without any limitations or constraints by exploring all formats, processes, and materials. The initiative aimed to generate innovative ideas for all product categories, from powders, gels, and drinks to gummies and single-serve options. It also involved assessing distribution methods and imaginative exploration of event promotion strategies.
G Series platform achieved a very successful launch reinforcing their leading position in the sports drink category. Adorning high impact sideline graphics and designs of cups, squeeze bottles, coolers, caddies, and carts adorned the sidelines of key sporting events such as the Superbowl, Daytona 500, NBA All-Star game, MLB opening day, The Masters, and the Boston Marathon. The new packaging and branding of G Series encompassed the entire spectrum of the athlete endeavor, pre-, during, and post-performance. Fun fact: When designing the sideline coolers for these events, the coolers were equipped with 'dunk handles', making it much easier for the players to give their coach the iconic Gatorade shower after a win!
