CHICAGO— The Gatorade Company, a division of PepsiCo, is redesigning its brand to appeal to a broader range of active consumers.
The new Gatorade will be most apparent through a total packaging redesign. For example, Gatorade® Thirst Quencher will put the letter G front and center along with the brand’s iconic bolt. 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.
Gatorade Fierce® is now Bring It™; Gatorade X-Factor® changes to Be Tough™; Gatorade AM™ is now called Shine On™ ; Gatorade Rain™ becomes No Excuses™.
The full line of updated beverages will begin rolling out to stores later this year.
