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Gatorade hits a home run.(new packaging from Pepsi-Cola Co.)(Brief article)
Brand Packaging, April, 2006
Pepsi's Gatorade brand is sporting new packaging in international markets designed to appeal to global consumers and differentiate it from its closest competitor, Powerade. Structural package design firm 4sight (www.4sightinc.com) created a structural branding concept that communicates the equities of the brand by form, function and aesthetics.
The firm's research showed that, unlike consumers in the U.S. who prefer shorter, squat bottles with low tall labels, international markets require different proportions. 4sight created tall, slender and lightweight packaging that communicates the strength and power elements of the brand's equity. The bottle also features an improved grip area, so it's easy to hold, and incorporates visual cues from sports equipment to...
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