Adobe x Gatorade
Adobe announced a new partnership with Gatorade involving personalisation at scale using Generative AI, so we explored what this means for marketers.
At Adobe MAX, Gatorade and Adobe unveiled a collaboration that allows customers to create personalised Gatorade Squeeze bottles using Adobe Firefly's generative AI.
This innovation empowers consumers to design bottles that reflect their unique passions, interests, and athletic journeys. Accessible through the Gatorade iD (GiD) platform, users can start with AI-generated designs or use custom text prompts, emojis, colors, and styles to create a completely unique bottle.
With over 200,000 pre-generated assets and options for endless customizations, this tool offers unprecedented creative self-expression for athletes and fans alike.
The personalisation service is integrated on Gatorade.com in collaboration with Adobe and digital agency Work & Co., allowing users to create one-of-a-kind designs priced at $34.99 per bottle. Gatorade iD members can use loyalty points to unlock free design options and save them for future purchase.
This AI-powered offering ensures each design aligns with Gatorade’s brand aesthetics, drawing from existing brand colors and styles for a cohesive, recognisable look.
What This Means for Marketers
For marketers, this collaboration between Gatorade and Adobe marks a significant shift towards scalable personalisation powered by AI. By enabling consumers to design unique products with ease, brands can foster deeper engagement and loyalty, turning everyday products into canvases for personal expression. This AI-enabled customisation model not only enhances user experience but also creates shareable, on-brand content, amplifying organic reach.
As generative AI becomes more integrated into marketing, brands have an opportunity to position themselves as facilitators of creativity, offering tools that resonate with consumers’ individual identities and lifestyles. This approach to personalisation at scale is poised to be a major trend in brand engagement strategies, fostering authentic consumer connections.
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Cool promotional idea for those interested in ai applications. At $35 a pop for an empty bottle in this economy of plenty, I'm not sure how this concept benefits the consumer or results in gallons of gatorade sold for the brand?