POP (point of purchase) material design for Gatorade. The point of purchase is very important for brand positioning. It is there that the consumer makes the final purchase decision.
At Señor López we have worked in several projects designing POP material for PepsiCo. The design is always based on the client’s campaign objectives and business strategy.
For this project, we worked together with Sancho BBDO. We based our designs on the look & feel of the Gatorade campaign and then enhanced it in the design of display furniture and point-of-purchase visibility.
In the design of POP material we developed coherent and strong concepts, which are related to Gatorade’s brand imaginary. When designing for point-of-purchase visibility it is very important to take into account the functionality of the piece of furniture, and take that functionality beyond by using graphic elements and visual assets of the brand.
In the furniture developed for Gatorade we designed to maximize the visibility space, making it easy for the consumer to find each product. We separated product types on the shelves according to their function: gels for pre-exercise; hydration during exercise; electrolyte recovery for post-exercise.
With the design of POP material, the brand’s narrative of accompanying each athlete in his or her process is strengthened. In this way it also communicates the product line and the use of these products, showing them as a kit. This helps the costumer to understand what is recommended to take at different times of their training.
For the gym furniture we took into account its functionality, displaying branded towels, bottles and beverages. Presenting consumers with a useful station in the middle of their workouts.