LEVERAGING NEW TECHNOLOGY TO DRIVE STRATEGY & INNOVATION

1. HI!
Xavi Cortadellas
Head of Innovation and Design,
Gatorade
xavi.cortadellas@pepsico.com

2. 50 YEARS AGO
GATORADE WAS BORN
DR. CADE HAD A HYPOTHESIS ON HOW TO
PROPERLY
HYDRATE THE FLORIDA GATORS FOOTBALL TEAM

3. WHAT IS THE FUTURE
OF SPORTS FUELING?

4. EVERY ATHLETE IS UNIQUE
AND THEY LOOK FOR A COMPETITIVE ADVANTAGE
THROUGH PERSONALIZATION AND SPECIALIZATION

5. SPORTS FUEL CUSTOMIZATION
IS THE NEXT FRONTIER
ATHLETE + SPORTS SCIENCE + TECHNOLOGY

6. THE CBF PILOT:
START WITH THE REAL WORLD
IN 2013, THE BRAZILIAN NATIONAL SOCCER TEAM ASKED
GATORADE: “CAN YOU HELP US WIN THE 2014 WORLD CUP?”

7. INNOVATION
REQUIRES
OPTIMISM
THE ANSWER: WE WILL TRY

9. PILOTED ACROSS SPORTS,
REGIONS, ATHLETIC LEVELS
BUILDING A SERVICE AND PLATFORM FOR
PERSONALIZED SPORTS FUELING
PROFESSIONAL AND DIVISION 1 TEAMS
IMG ACADEMY TEAMS
ELITE HIGH SCHOOL TEAMS

10. AND WE LEARNED A FEW
THINGS ALONG THE WAY

11. PILOTING BUILDS EMPATHY
AND INSPIRES

12. PILOTING NEVER GOES
HOW YOU’D EXPECT
AND THAT’S GOOD

13. PILOTING
HIGHLIGHTS
WHERE
TECH UNLOCKS
ARE NEEDED

14. PILOTING
HELPS TO REFINE
THE OFFERINGS

15. KEY INNOVATION
UNLOCKS

16. 01 TESTING

17. TESTING PROCESS
ATHLETE SWEAT
RESPONSE
HIGH OR LOW FLUID
AND SALT LOSS
ATHLETE METABOLIC
PROFILE
CARBS AND FAT UTILIZATION
+ +
TRAINING CONDITIONS
INTENSITY AND
ENVIRONMENT
PRODUCT PREFERENCES
FLAVOR AND FORM
+

18. ATHLETE
PROFILE

19. 02 PACKAGING

20. PODS AND
BOTTLES
PORTABILITY AND SUSTAINABILITY
WITH DRINKFINITY TECHNOLOGY
PODS
BEHAVIOR FIT

21. PODS AND
BOTTLES
MULTIPLE FUNCTIONAL FORMULAS TO MEET
DIVERSE ATHLETE ACTIVITY NEEDS
FORMULA
CUSTOMIZATION

22. PODS AND
BOTTLES
MULTIPLE FLAVORS FOR PERSONAL
PREFERENCE CUSTOMIZATION
FLAVOR CUSTOMIZATION

23. BOTTLE
PERSONALIZATION
EACH GX BOTTLE IS A CANVAS FOR INDIVIDUAL
EXPRESSION WITH CUSTOMIZABLE NAMES AND GRAPHIC
PATTERNS
PERSONALIZED NAME
GRAPHICS
NEW MANUFACTURING PROCESS UTILIZING ADVANCED
DIGITAL PRINTING TECHNOLOGY
SOPHISTICATED
MANUFACTURING

24. 03 TRACKING

25. SMART
CAP

26. INTAKE
GUIDANCE

27. SWEAT
PATCH
LED Communicates active readings
Long-lasting patch adhesive
Wireless NFC communication with patch app
8-hour battery life
Six real-time sensing heads

28. 04 DIGITAL PLATFORM

29. SMART CAP
INTAKE TRACKING
AND GUIDANCE
SWEAT PATCH
ATHLETE SWEAT TESTING
GSSI REC ENGINE
RECOMMENDATION LOGIC FOR
ATHLETE AND ACTIVITY SPECIFICS
MESSAGING
SMS/MMS NOTIFICATIONS
TO MOBILE DEVICES
RECOMMENDATIONS
INDIVIDUALLY GENERATED
SPORTS FUEL STRATEGY
STATION
FLUID BALANCE TRACKING
AND DIGITAL SCALE

30. STATION
RECOMMENDATIONS BEFORE/AFTER PRACTICE

31. PREPARATIO
NBEFORE TRAINING/GAME

32. GUIDANCE &
TRACKINGDURING SESSION

33. ANALYSIS
OVER TIME

34. IMPLEMENTATION

35. IN SUMMER’16 WE DEPLOYED THE PLATFORM
TO SOME OF THE BEST TEAMS IN THE WORLD
DURING 2017 WE WILL EXPAND THE
USAGE TO TOP 50 GLOBAL TEAMS

36. WHAT IT MEANS FOR
GATORADE?

37. 01 UNLOCK MASS PERSONALIZATION

39. LAUNCH PLATFORM VIA ECOMMERCE
JANUARY’18
ABILITY TO SPECIFY
BOTTLE COLORS AND
DESIGN OF CAPS
PERSONALIZATION
ECOMMERCE
OPTIMIZED PACKAGING
ENGAGEMENT
ONLINE RETAIL AND
DELIVERY OF PODS
AT SCALE
24 POD PACKS
TAKE UP 85% LESS
WEIGHT AND
VOLUME
INTEGRATION INTO KEY
PLATFORMS FOR
AUTHENTIC EXPERIENCE

40. 02 ENTER TECH SPACE

41. TECH PRODUCT OPPORTUNITY AREAS
LOCKER ROOM OF THE FUTURE
SENSORS AND WEARABLES
SMART BOTTLES & SMART
DISPENSERS
ENERGY EXPENDITURE FOR SWEAT LOSS &
RECOVERY
ATHLETE

42. 03 BE AN INNOVATION LEADER

43. EXPERIENTIAL MARKETING
GATORADE FUEL LAB
2016
Gx GYM
2017

44. POP UP SHOPS
EDUCATION
INTERACTIVE
SALES FOR
BETA USERS
ANIMATED VIGNETTE: JOEL

45. TV CAMPAINGS
Pixel Man, 2016 Global Football, 2017

47. A FEW LESSONS:
1. Identify the problem and the core consumer
2. Come up with the key unlock
3. Adapt the solution to the user
4. Consider the ripple effect
and go back to lesson #1

48. THANK YOU!
xavi.cortadellas@pepsico.com