Propelled by insights: How Gatorade utilizes foundational research to drive brand growth

Over twenty years ago, Propel was successfully launched as the first fitness water on the market. In 2023, the brand is getting renewed attention with breakthrough marketing and a full rebranding. In this session, we will explore how the insights team drove changes to the brand through a multi-year process of foundational insights and strong storytelling. We will also discuss the balance of different types of research that ultimately led to confidence across the organization to make large scale changes on a successful brand.

Key takeaways:

  1. How foundational insights should be the core of making decisions in both the sort and long term.
  2. Understand the methods of bringing those insights to life to drive action.
  3. Discover how to scale this type of thinking successfully across an organization.

Best Practices Consumers Presentation by End-Client


More sessions

See all sessions

Contextual intelligence: Guiding business success by reframing business challenges and perceptions of people

Before Copernicus proved that the Earth revolved around the sun, all astronomers used the given baseline assumption that the sun revolved around the earth so every observation and all their [...]


Take a trip into the world of text analytics: Analyzing data from surprising sources

The rising tide of psychedelics is carrying academics, journalists and even NFL quarterbacks along for the ride. But, beyond the traditional stereotypes of peace and love, is there a way to [...]


Like peanut butter and jelly, MR and UXR are better together

Have you ever wondered what the future of research is? It is MR and UXR working together to be more successful, not living separately. When combined, MR and UXR are [...]