Propel Fitness Water, a PepsiCo water made with Gatorade electrolytes, is kicking off 2023 with a major brand redesign. The brand identity has been designed by inhouse creative firm PepsiCo Design and Innovation, and is being amplified in a partnership with actor, director, and producer Michael B. Jordan who will help extend the message across platforms and advance the brand’s efforts to drive access and equity in fitness.
To highlight how the product meets exercisers in their moments of sweat, Propel’s new brand identity was designed to reinforce its Gatorade roots in its logo, packaging, and creative through: bold visuals with the iconic Gatorade bolt at its center; a look designed with packaging, shelf space and athletic wear in mind including new, sleek 20oz bottles that include a larger logo on label; ticker tape-style design inspired by athletic wear details, a call out to the product’s function in exercise with applications across various marketing collateral in-store and at consumer activations; and updated designs across the entire portfolio including powders and bottles.
Also in the mix: Propel’s first limited edition ‘Creed III’ bottle (1 Liter berry flavored) with Michael B. Jordan featured in form as character Adonis Creed, with a design that pulls in boxer grit with Propel’s bold new look, tied together with Jordan’s Propel-blue boxer gloves. This helps kick off the Jordan partnership, which, in addition to the limited edition bottle, integrates with ‘Creed III’ Jordan’s feature film directorial debut, on-screen and in-store.
The partnership also includes the celebration of movement and sport at Jordan’s HBCU college basketball showcase, where Propel will be supporting a dance and cheer squad in-game performance and post-game on-campus workouts; and a multi-year brand and community initiatives to drive access to fitness in partnership with leaders in communities across the US, inspiring movement that benefits both mind and body.
