Packaging plays a crucial role in crafting the image that brands would love to instill in consumers’ minds. Sometimes it epitomize the way the product behave or the result the product delivers. Powerade’s interesting attempt in this instance is a clever method to associate the type of activity to the type of product they are selling. During work outs, rehydration is one of the most essential step towards completing a routine. Powerade wanted to communicate across the message that there is always a new challenge in whatever they are seeking for. Even when looking for fluid replenishment. The new bottle packaging symbolizes the look of a dumbbell and is available easily at regular stores or gyms. The bottle has a label that says: “When you feel worn out, Powerade keeps you going.”

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