G-FUEL Wrap Up

Gatorade Package Re-Design (G-FUEL)

 

Frist off I would like to apologize for the late reply.

 

My main goal with this project was to find an innovative and sustainable solution to the cheap original Gatorade plastic bottle. Another goal that was very important was finding a way to create value with the new package. After learning more about plastics and how harmful they are to the environment I thought there would be a lot of room to find something new.

 

The first question I asked myself was if the bottle was even necessary. If I could eliminate the plastic then most of my goal would be achieved. I found inspiration in both water delivery service, like sierra springs, and the Coca Cola freestyle soda-dispensing machine. Both use a different more unique form of supplying a liquid to a consumer and are very innovative. I thought there was definitely a way to develop a similar sort of machine that could dispense Gatorade. This machine could then dispense potentially all of the Gatorade flavors. This would be the biggest way to achieve my goal of crating value for the consumer. At first I thought to create this machine in a grocery store and sell larger refillable containers that way you would just fill up your own Gatorade and take it home. But I realized that solution wasn’t really addressing the Gatorade audience. From there I decided to put these machines in places where people use Gatorade the most like gyms, fields, sporting events, parks, and colleges. Then the challenge arose of what to put in Gatorade in; would it be quick disposable cups, or dispensable containers. I decided to go with neither and encourage people to bring their own refillable bottles. In this system Gatorade could sell their product at a lower price because they wouldn’t have to buy containers. Also the Gatorade would be easier to ship because it would be concentrated into refillable “cartridges.” In the end I came up with a brand for this new device called G-FUEL. Sort of like a gas station for people.

 

Overall I thought the new package was successful because it did two major things. One was that it was much more sustainable because it completely eliminated the use of plastic bottles, but it also reduced shipping costs because of the reduced size of the product. Second it pushed the innovation of Gatorade by creating a new environment for the brand to live in by interacting directly with their consumers right when they need and want the product. And also it created a new value for Gatorade consumers because it was exactly where the audience wanted their product and they were free to choose their favorite flavor. It also socially starts to change how we look at sports drinks. Instead of them being a thing we pick up at the store and then store at our house and in our bag heading to the gym now we can just keep one recyclable aluminum container and fill it up when we need Gatorade the most.

 

This product definitely has room to grow. First the brand was barley developed and there was no ad campaign designed to support the product. If I revisit this project for my portfolio a complete brand creation would be my main priority. Also more details into how much the unit would cost, and what sort of e-waste would be associated with the machine would be very important. Finally just refining the presentation and mock-ups of the device and including mock-ups of where it will actually go would be important too. This would give G-FUEL the look and feel of a legitimate pitch to Gatorade.

Thanks for a great term everyone!! Have a great Summer!!

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