Gatorade: G-Series Product Launch

After decades of strong growth, Gatorade, the sports drink, was facing a steep decline in sales in the U.S.

Gatorade: G-Series Product Launch

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Summary

What if Gatorade could fuel the needs of competitive athletes in every way, not just hydration?

That is the brand-shifting challenge we worked with Gatorade to develop that resulted in an impressive turnaround: from a decline of 15.5% to an increase of 10% in just two short years.

Our proprietary ethnographic research techniques led to the sharp insights that allowed us to break the conventional wisdom of the beverage category and shift Gatorade from a Sports-Drink Company to a Sports-Nutrition Company. By helping to re-focus Gatorade on serving the needs of competitive athletes, we...

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