Moving a Billion Dollar Brand into New Categories

THE CHALLENGE

Gatorade wanted to move its business beyond beverages and into other functional athlete-appropriate forms. As with many clients, they hired us because they knew they did not have the expertise to move outside the beverage space in which they solely operated.

OUR WORK

We identified two concepts to appeal to an athlete’s distinct functional needs: ‘Prime’ for quick, liquid energy and ‘Pro Carb’ for endurance. Using our Integrated Consumer Insights (ICI) capabilities, we formulated and optimized flavor, texture and product stability for the Gatorade Prime Energy Chews.

THE RESULT

Gatorade launched Energy Chews in 2011, contributing to the brand’s 2011 sales exceeding $3 billion, an increase of almost 9% from a year earlier (according to Symphony/IRI). (source: fastcompany.com)

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