Recognizing a new market

Gatorade has been a trailblazer in the sports drink category since its inception in 1965, when scientists developed the first electrolyte drink for the University of Florida football team, the “Gators.” Over the years, Gatorade has expanded its product range across sports and activities, establishing itself as a market leader in science-based hydration and pro-level athletic support.

To maintain its leadership position, Gatorade recognizes the importance of staying ahead of emerging macro trends, particularly among Millennials. This demographic values choice, customization, and convenience, while also prioritizing sustainability, leaning away from bottled water towards reusable bottles. Addressing these trends required a significant shift in Gatorade’s approach. Working on two parallel partnerships with Gatorade’s parent company, PepsiCo, Smart Design was presented with a unique opportunity to help them meet these evolving consumer demands.

The early pod beginnings

Smart Design was enlisted by Gatorade to help develop new hydration solutions for the Brazilian national football team. Simultaneously, a second Smart Design team was engaged in a project with Drinkfinity, a youth-oriented PepsiCo brand. Drinkfinity offered an innovative alternative to single-use bottled beverages by introducing a pod system of liquid concentrate and functional powder that is mixed into water in a reusable bottle.

The PepsiCo team saw an opportunity to revolutionize Gatorade’s product line by harnessing Drinkfinity’s patented pod technology and production line. Transitioning from bottled drinks to concentrated pods already aligned with Gatorade’s audience, as athletes typically embrace reusable bottles versus single-serve water.

Following a successful pilot with the Brazilian team, Smart Design and PepsiCo recognized the consumer market potential for a pod-and-bottle system, particularly among younger Gatorade customers. With Millennials comprising a significant portion of the sports drink market, the environmentally friendly aspect of pod-based offerings resonated with their preferences. Additionally, the smaller footprint of the pod format supports e-commerce, enabling direct-to-consumer engagement.

Diving into technical hurdles was the first step.

Engineering & design challenge

The team was quick to identify that the 16-ounce bottle used with Drinkfinity pods was too small for most athletes’ needs. Smart Design set out to design a 30-ounce bottle and develop an appropriately sized pod to go with it.

Collaborating closely with PepsiCo engineers, Smart Design prototyped various versions of the pod. Ultimately, the team decided on a design that combined the patented Drinkfinity cap closure with an elongated, oblong vessel shape. This made it manufacturable on the same production line as Drinkfinity pods, drastically reducing cost and production time.

The design of the bottle needed to be durable enough for athletic use, ergonomic for comfortable handling, and visually aligned with the Gatorade brand. It also had to work flawlessly with the new Gx pod. That meant designing a new internal mechanism that reliably emptied the pod, and a cap that stayed closed without leaking, even during rigorous activity.

After numerous prototypes, the team opted for a top-loading design over the bottom-loading approach of the Drinkfinity bottle. They also introduced a sturdy side-lock to ensure a secure seal. This redesign met technical requirements and transformed the experience of inserting and “smashing” or “popping” the Gx pod into a delightful, almost addictive process, crucial for its market success.

Personalization

An essential aspect for the Gx Bottle’s success was its customization capability. Catering to diverse teams, from little league to the NBA and NFL, required adaptable features. Utilizing brightly colored snap-in rings and one-off screen printing options, teams could incorporate their own graphics, athletes’ names and numbers. This not only makes bottles easier to identify, but fosters ownership, personal expression, and sideline swagger among athletes.

Impact & sales

Tailoring the Gx line with a focus on athletes and Millennials generated brand buzz and strong sales. Featured in prominent business and sports publications, the products garnered attention through viral videos, including influencers smashing Gx pods into bottles, driving over 500 million views on TikTok alone. This phenomenon notably doubled the female purchase rate, marking a significant achievement in Millennial marketing.

Over the last two years (as of 2023), the Gx bottle and pod system has been the single best-selling item at one of the largest US sporting goods retailers. The broader impacts include increased brand loyalty, more repeat purchases and greater margins on other Gatorade products.

As an industry leader, Gatorade maintains its position as a premier brand for professional athletes. As a digital innovator, they consistently push boundaries, demonstrating how human-centered design can elevate both sales and athletes’ performance to new heights.