INDEX: Gatorade Merchandising Display Fixtures

INDEX:
Gatorade Merchandising Display Fixtures

Gatorade Merchandising Display Fixtures – Gatorade Grab-and-Go Beverage Cooler

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This Gatorade Merchandising Display Fixtures index page aggregates links
to all posts and photos of retail merchandising, display, and outfitting
as well as deep Background courtesy of Wikipedia.

BACKSTORY: Gatorade is an American brand of sports-themed beverage and food products, built around its signature line of sports drinks. The drink is manufactured by PepsiCo and is distributed in over 80 countries.^[3] The beverage was developed in 1965 by a team of researchers at the University of Florida led by Robert Cade. It was originally made for the school’s student-athletes, the Gators, to replenish the carbohydrates that they burned and the combination of water and electrolytes that they lost in sweat during vigorous sports activities. Stokely-Van Campacquired the rights to produce and market the Gatorade brand in 1965 before the company was purchased by the Quaker Oats Company in 1983, which, in turn, was bought by PepsiCo in 2001.^[4]

As of 2010, Gatorade is PepsiCo’s fourth-largest brand, on the basis of worldwide annual retail sales.^[5] It competes with Coca-Cola‘s Powerade and Vitaminwater brands worldwide, and with Lucozade in the United Kingdom. Within the United States, Gatorade accounts for approximately 67.7% of market share in the sports drink category.^[6]

Gatorade’s inventors went on to develop new sports drinks. Gatorade’s owners sued to acquire rights to these new products, but they never made them available publicly. First, Shires and Cade developed Go!, a drink that, unlike Gatorade, contained protein to stimulate muscular recovery. Stokley-Van Camp paid “a fee to have the exclusive rights for some period of time, but they never did develop it”.^[64]

In 1989, Cade created a new sports drink that he claimed was more effective than Gatorade. The new product was called TQ2, shorthand for Thirst Quencher 2. The patent application read:

“The invention described here is a novel fluid composition which surprisingly and advantageously maintains blood volume at levels well above those observed in the absence of fluids or even with Gatorade.”^[65]

In an experiment with cyclists, Cade found that TQ2 allowed athletes to endure for 30% longer than Gatorade.^[66]

Cade pitched the TQ2 product to Pepsi and other beverage companies. Meanwhile, Gatorade’s owner Quaker sued Cade. After years of legal proceedings, Cade was forced to sell TQ2 to Quaker in 1993. Quaker “bagged” TQ2, never releasing it to the public.^[67] Gatorade claimed that its research found that TQ2 was not an improvement over the original Gatorade formula. Cade, on the other hand, continued to stand by his product. He accused Quaker and Gatorade of stifling the publication of the research behind TQ2.^[68] (SOURCE: Wikipedia)

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