News: Pfizer Partners with Work & Co on Digital Innovation
The New Gatorade.com
October 18, 2023
Athletes and teams now have a new e-commerce hub to easily find —and customize— an array of Gatorade products with the relaunch of Gatorade.com.
Work & Co —which was behind the launch of the brand’s first fully direct-to-consumer e-commerce platform —led strategy, design, CMS development and front end development for the revamped digital experience. AKDM, the New York-based agency which Work & Co acquired in 2020, led analytics, SEO and paid media. PepsiCo led the backend development.
"We are jointly tackling the challenge of taking an iconic brand and transforming it into a digital leader," said Rob McCutcheon, Director of Digital Innovation and Ecosystems at Gatorade. "We started with one small experiment in 2019, and four years later, we find ourselves making more impact with every project we ship. Each bigger than the last, with more impact. Together, Work & Co and AKDM bring us capabilities we need to be a category leader."
The new site expands access to Gatorade’s wide array of products beyond the bottle, including powders, pods, tablets, and more. Its dynamic design was inspired by the colors of Gatorade flavors.
- Customize —using an all-new 3D builder— a range of bottles and towels with their favorite colors, patterns, and add personalization
- Easily subscribe to their favorite Gatorade products
- Bundle bottles and Gatorade consumables at a discounted price
- Outfit their team and buy in bulk
Additionally, as the brand adds new line extensions and products for athletes, the new site is now more flexible and built on a custom CMS to make bringing those updates to customers faster.Work & Co has been a longtime digital product and innovation partner for PepsiCo-owned Gatorade. Last year, the company launched a fully revamped Gx app.
Work & Co has also worked in close partnership with Gatorade’s internal leaders and teams across the company’s digital ecosystem and touchpoints, to iterate features and build wholly new digital products that transform Gatorade’s decades of sports science research available into digital experiences that are exciting for all athletes.
Visit the new e-commerce site today.