Headlined by enhanced beverages in bold, new packaging, the leading sports drink is continuing to deliver the scientifically proven hydration and performance benefits that built the brand.
“Just like any good athlete, Gatorade is taking it to the next level,” said Sarah Robb O’Hagan, chief marketing officer for Gatorade. “Whether you’re in it for the win, for the thrill or for better health, if your body is moving, Gatorade sees you as an athlete, and we’re inviting you into the brand.”
This new Gatorade attitude will be most visible through a total packaging redesign. For example, Gatorade Thirst Quencher will put the letter G front and centre along with the brand’s iconic bolt. For Gatorade, G represents the heart, hustle and soul of athleticism and will become a badge of pride for anyone who sweats, no matter where they’re active.
To help differentiate the full range of Gatorade offerings from traditional Gatorade Thirst Quencher, each beverage will convey the attitude of a tough-love coach or personal trainer, through in-your-face names on the label and nutrition benefits inside.
The updated beverages will begin rolling out to US stores later this year. Grocery stores will offer the updated beverages in a 32oz single bottle, 20oz eight-pack, and 12oz six-pack.
Convenience stores will sell them in a 32oz and 20oz single bottle. Gatorade Tiger Focus will be available at grocery stores in a 32oz single bottle and 16.9oz eight-packs, and at convenience stores in a 32oz and 16.9oz single bottle.
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