According to Ad Age (August 22,2011) ............"With its repositioning, Gatorade moved from mere hydration system to a sports-nutrition brand, there for athletes and fitness buffs from warm-up to finish line. But the effort has encountered a few hurdles as retailers are busting up the team.
Each of the brand's platforms -- G Series, G Series Fit and G Series Pro -- has a range of products branded as 01 Prime, 02 Perform and 03 Recover. Each platform includes multiple products and flavors, with three products for G Series Fit and a dozen for G Series Pro.
Ideally, the full range of products for each of those platforms will be merchandised together, so consumers catch on to the idea that Gatorade meets needs before, during and after exercise. But anecdotal evidence indicates that's not the norm, with many retailers merchandising the products separately, in areas ranging from beverage coolers and food aisles to the checkout counter."
Gatorade partnered with Walgreens to create a dedicated end cap display for the launch of its G Fit line. The display included each of the G Fit products, as well as a closed loop video screen showing workout videos. Note the retail ready display packs on either side of the video screen which were easy to install and branded step 01 products with color-coded flavor call-outs.
Gatorade included an informative flip chart on the end cap that outlined the 3 step process of the G Series Fit line. Additional signage on the two side racks reinforced the' fuel your body before, during and after' every workout message
Positioned below the video screen, a Foot Locker cross promo sign presented $5 and $10 dollar savings for consumers if they purchased any of the Gatorade products on display. Unique savings codes were given at checkout and directed consumers to redeem their code on a special Foot Locker/Gatorade website.
Full View: Stocked with plenty of Gatorade products, this dedicated end cap commanded consumer attention in store. The 3 sided plastic header was branded with Walgreens logo and G Series Fit product images and logo. Additional copy space on the sides of both power wing racks educated consumers on product usage and benefits. Graphic shelf strips were also created to separate product lines and carry price points.
Although this type of execution is expensive, Gatorade is also working with Dick's Sporting Goods, Krogers, Safeway and a few other specialty stores about new concepts for displaying sports nutrition products.
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