Gatorade

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 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 collaborated with Gatorade to:

-Design, build, and launch the reimagined site focused on personalization and conversion

-Design and build a fully-customizable, 3D bottle builder that integrates with the CMS & exists across different variations of products (jugs, towels, etc)

-Build a custom CMS that allows for more flexibility

-Direct the creation of over 3,000 images & videos to establish the new website as the ultimate online destination for learning about and purchasing Gatorade

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. The exciting new 3D customizer experience for the new Gatorade bottles, jugs and towels distinguishes the site – it allows users to choose colors, patterns, add your name, view product details, reviews — and buy it. It's super simple to use — and we're already seeing the results: the main customizable bottle has sold out twice in weeks following launch.

Other results also speak to the success of the launch. Gatorade has seen a 45% increase in conversion just one month after launch, 17% increase in shopping activity and product views, and 40% decrease in checkout abandonment.

"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.”