Not too long ago Gatorade did some re-branding and the bottles ended up looking like this:
Overall I think they are pretty cool bottles, but without memorizing which catchphrase goes to which type of Gatorade it was a bit difficult to pick the one you want on the fly. The simple G-bottle was definitely my favorite of the bunch.
Now Gatorade is already planning some more changes. Sales and market share both dropped a significant amount during this re-brand and the campaign that went along with it. Gatorade seems to be planning on continuing with their plans, just adding something new.
They want to advertise to a broader audience and they believe that the ‘What is G?” may have been focused to strongly on athletes. On the flip side their new products are going to be more serious sports drinks. They are going to be releasing a pre-workout drink and an after-workout drink with whey protein.
I think these new drinks will be a good idea instead of just adding new flavors. Let’s be honest here, a lot of Gatorade flavors are hard to tell apart. With these new drinks they can really focus on the sports market… let’s just hope their advertising doesn’t drop the ‘athlete’ vibe too much when these products are released.