Propel

To reach ambitious growth goals, Propel had to move beyond functionality and find a more distinct role in peoples’ lives.

The opportunity was to stop behaving like functional water alone, and start behaving like a fitness brand with a clearer cultural job.

We translated Propel’s shift into fitness across innovation, identity, packaging, campaign, and brand-world tools designed to move fluidly through retail, fitness, and social spaces.

Within ten months of launch, Propel revenue grew from $600 million to $1 billion, reaching PepsiCo’s target in record time. With that milestone achieved, the brand’s next revenue ambition is $3 billion.