Win/Win for C-stores & Gatorade

The Gatorade Co. believes it has a winner with its see-through signage for convenience stores. "We're at the front end of the curve," says Jeff Lichtman, assistant cold channel manager for Gatorade thirst quencher, which is owned by Chicago-based Quaker Oats Co.The problem with traditional signs, explains Patti Sinopoli, group manager of public relations and communications at Gatorade, is that they are hung in the windows and obstruct the c-store retailer's view. C-stores are opposed to this mainly for security reasons. But Gatorade's Imago-Image see-through signage provides employees with a clear, unobstructed view of the outdoors. People on the exterior of the store, however, see a colorful sign promoting Gatorade and its new label."It's meeting our customers' needs at the same time it's meeting ours," Sinopoli says. "It's a great vehicle for us and the customer. The sign allows them the latitude to have clear vision, but allows us the luxury of having a sign visible in the window. It's a pretty innovative P-O-P offering for a c-store," she says.Measuring 16 by 23 inches, the sign serves as a memory cue and promotes Gatorade's revamped logo. The new logo accentuates the lightning-bolt imagery, which is used in a variety of Gatorade's advertising vehicles, Sinopoli notes. The Gatorade artwork was printed directly onto specially developed, pressure-sensitive vinyl film. The sign applies to glass much like a static cling would, she explains.Clear Choice Marketing Inc., Walnut Creek, Calif., manufactured 30,300 signs, which began appearing nationally in c-stores in March.

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