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

Over 20 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 short 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.