The Gatorade Rebrand: A User’s Guide to Understanding It

The rebrand itself is beautiful. Just from a graphic and simplicity in design standpoint. But do people recognize it on the shelves? Will they know which category of athlete they fall in to choose their category of drink:  Prime 01, Perform 02 or Recover 03? All 3 bottles look different and you need to watch the TV spot just to understand which sports drink is for you. No wonder their customer base has gone over to using Jolt or Redbull.

Ah, the paradox of choice. A double-edged sword, indeed.

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