Pittsburgh, Pennsylvania-based vitamin and supplement retailer GNC and Private Brand manufacturer Shadow Beverages partnered with McLean Design to develop a new line of high-potency functional Private Brand beverages, with the goal of extending the reach of the GNC brand beyond its own walls to mainstream stores. The line includes sports drinks, nutritional waters and protein beverages.
McLean Design’s positioning, design system and proprietary bottle shape delivers game a unique and ownable brand experience. The GNC beverages take direct aim at the major players in each category, highlighting what’s consistently missing…real nutrition.
The launch in the Southwest achieved a staggering 70% distribution in just eight weeks, exponentially faster than a leading competitor’s launch in the same market. The line is rapidly gaining acceptance in new channels, establishing credibility with savvy consumers, and stealing market share with both hands.