Product category:
Design services
News Release from: Ziggurat Brands | Subject: packaging design
Edited by the Marketingservicestalk Editorial
Team on 02 June 2008
Ziggurat redesigns packaging for
Gatorade
PepsiCo International has commissioned Ziggurat Brands to redesign the packaging for Gatorade for its first scale launch into the UK.
The world's biggest sports drink brand, recognised for its ability to replenish and rehydrate active bodies and used by leading athletes around the world, will be available as single bottle and new multi-pack formats from spring 2008 With increasing competition in the sector, brand owner PepsiCo International is determined to remain at the front of the field, and Gatorade's refreshed packaging emphasises the brand's sports performance benefits and its scientific authority
This article was originally published on Marketingservicestalk on 5 Jun 2008 at 8.00am (UK)
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Working with a set of mandatory brand elements that, in addition to the existing branded PET bottle shape, include the famous Gatorade logotype and dynamic bolt device, Ziggurat Brands were tasked with communicating the product's performance enhancing benefits while retaining the brand's sports and science credentials.
Cues from Gatorade's famous past helped to inform the new design, which now displays a toned runner racing up a LED graph to demonstrate the phased introduction of Gatorade's key ingredients that consecutively rehydrate, replenish and refuel the athlete.
The orange and lemon flavour variants are differentiated by the background colour of the LED graph, which complements the natural colour of the product.
The matt opaque label provides information about the reformulated content with the direct proposition; 'no artificial colours, no artificial flavours, no artificial sweeteners' responding to consumer demand for more natural products.
Finally, a powerful statement states that 'Nothing works better' to emphasise Gatorade's authority.
On the reverse, the consumer finds details for website and sponsorship endorsements showing that Gatorade drinkers are members of a worldwide sport community.
Commenting on the new Gatorade packaging, Ziggurat Brands spokesperson Kellie Chapple observed: "Following our recent work for PepsiCo International where we created the brand identity for Pepsi RAW, they approached us to redesign Gatorade for its launch into the UK sports drinks market.
"The Gatorade bottle conveys a significant amount of key information that has to be communicated in a concise and confident manner.
"We needed to organise the ingredients, science and performance qualifications within the brand hierarchy in a balanced manner.
"The user relates to the running figure and the diagonal shape of the bolt mirrored in the slanted information boxes further communicates energy and motion.
"In terms of meaningful change, it was important to emphasise the globally recognised brand elements while modifying the design to create greater marketing awareness and impact for the UK.".
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