Ziggurat revamps Gatorade packs for UK launch

by Jacquie Bowser, Brand Republic 03-Jun-08, 15:50

LONDON - Ziggurat Brands has redesigned the packaging for sports drink Gatorade prior to its full-scale launch into the UK last month.

Ziggurat was tasked with communicating the product's sports performance enhancing benefits while retaining the brand's sports and science credentials.

The new label design features a toned runner racing up a LED graph to demonstrate the phased introduction of Gatorade's key ingredients that re-hydrate, replenish and refuel the athlete.

Orange and lemon flavour variants are differentiated by the background colour of the LED graph.

The statement: "Nothing works better" has also been included on the front of the bottle to emphasise Gatorade's authority.

Details of the brand's website and sponsorship endorsements can be found on the reverse side of the bottle.

PepsiCo International, which owns Gatorade, soft-launched the brand into the UK last year.

Kellie Chapple, Ziggurat Brands spokesperson, said: "The Gatorade bottle conveys a significant amount of key information that has to be communicated in a concise and confident manner. We needed to organise the ingredients, science and performance qualifications within the brand hierarchy in a balanced manner.

"In terms of meaningful change, it was important to emphasise the globally recognised brand elements whilst modifying the design to create greater marketing awareness and impact for the UK."