The Brief: Gatorade’s sponsorship of Usain Bolt created an opportunity to communicate his endorsement to the consumer. A new flavour was developed and the product was launched under the ‘Bolt’ name.
The Solution: To engage the consumer we used Usain Bolt’s famous victory pose as the main image on the label. It was important that this design was unique and stood alone from the Gatorade core range. In keeping with Usain’s look, we used his colours of yellow and green. A strong design was developed to visually stand out on shelf and leverage Usain’s high profile.