An innovation strategy to transition an icon in hydration into a credible player in sports fuel.

“The best long-term innovation approach I’ve seen in 15 years at PepsiCo.”
SVP, Gatorade
Challenge

As a long-term innovation partner, we’ve helped build a strategic pipeline of products based on foundational insight, positioning Gatorade beyond hydration and into sports fuel.

Insights

To deliver innovation, we have to keep pace with the pros. By looking for signals and shifts using our Trends Observatory and shadowing athletes and coaches, we uncovered an emerging behaviour which would form the foundation for one of our innovation streams: elite athletes take rest just as seriously as training and performance.

Outcome

This insight formed one stream of investigation in the pipeline: how and when do we deliver recovery protein for athletes in a way which fits the occasion and the brand? We explored formats and formulations for the occasion, engaging with athletes and consumers to help test and refine our hypotheses into a clear development brief. Alongside other innovation streams, this ‘beta' product was featured in Gatorade's 2016 campaign: Your Game is Our Lab, which publicly signalled Gatorade’s transition from a hydration to a sports fuel brand.

Our Approach

Concept and Design

Inspired by the potential of generative AI and the global intrigue surrounding this technology, we created an immersive experience that blended hardware and software. The experience was designed to help visitors envision their future careers through a curated, interactive journey.

 

Immersive Experience

Visitors engaged with a bespoke hardware interface, participating in a diagnostic test that drew inspiration from learning type assessments. This quiz asked a series of interpersonal questions about their ambitions, learning characteristics, and aptitudes. Leveraging these insights, the AI generated an archetype using smart prompts. This process culminated in the creation of unique visual avatars that were then displayed large digital animated video walls.

 

Spatial Design

The RiseUp immersive experience was meticulously integrated within the broader context of the Knowledge 24 event, spanning across six interconnected areas. Our design ensured that the RiseUp zone complemented neighbouring spaces, maintaining a cohesive narrative throughout the exhibition. The central 'haven' space, surrounded by digital video walls displaying the avatars, provided a bright, optimistic, and inviting atmosphere amidst the bustling expo floor.

 

Visual and Interactive Elements

The interactive experience was enhanced by a bespoke controller with tactile controls, making AI more accessible and empowering users to take control of their future career. The overarching goal was to demystify AI, rendering it tangible and approachable. By providing hands-on experiences, we sought to educate and inspire curiosity about AI’s applications, helping visitors comprehend its potential impact on their future path in the work environment.

 

Totemic Takeaway

Each visitor received a printed version of their avatar. This personalised memento served as a reminder of their engagement with the RiseUp experience and their unique learning archetype. The takeaway was not only a keep sake but also a conversation starter, encouraging further discussion and interest in the RiseUp program long after the event.

 

An innovation strategy to transition an icon in hydration into a credible player in sports fuel.

Impact

“The best long-term innovation approach I’ve seen in 15 years at PepsiCo.”

SVP, Gatorade

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