• by Danielle Oster , October 15, 2024

Gatorade is expanding its customized squeeze bottle offerings with the use of generative AI.

The program is a partnership with Adobe -- through its Firefly family of generative AI models billed as safe for commercial use -- and  digital product agency Work & Co. Bottles are available through the Gatorade iD membership platform and cost $34.99.

According to Gatorade, consumers can access “millions of different design options” by entering ideas (such as favorite sports and hobbies, or design prompts) into the search box and choosing from a selection to customize colors and other design features.                 

Gatorade has collaborated with top athletes on signature bottles for years, and last year the brand also began offering some customization capabilities for squeeze bottles on its website.

The program is designed to makes consumers“feel like a Gatorade pro” by combining styles, themes and references, Leon Imas, vice president of design at PepsiCo said in a statement.

Gatorade is promoting the new offering through earned media, as well as  a promotion video on its website landing page, which was also shared by Work & Co on its Instagram page.

"Every brand is trying to figure out how to effectively personalize customer experiences at scale, a proven strategy that can boost audience engagement and drive lasting loyalty," Adobe vice president Hannah Elsakr said in a statement. "Gatorade is pioneering a new approach and making one-to-one personalization a reality…”

The launch is also part of PepsiCo’s emphasis on investing in its category-leading sports drink brand.

During PepsiCo’s Q2 earnings call with analysts and investors, PepsiCo CEO Ramon Laguarta said that Gatorade has been meaningfully gaining marketshare this year, calling it a “core part” and “very profitable part” of the company’s portfolio.

“We’ve been investing in Gatorade on innovation, execution, and branding ,and that’s paying back,” he said.

That included a debut campaign promoting the national launch of Gatorade Water back in February. In May, Gatorade revived the familiar “Is It In You?” slogan for what the brand claims is its largest-ever campaign.